ANALYSIS: iSPY - www.ThisIsLondon.com

These days, ThisIsLondon is a far more compelling proposition than its print counterpart, the Evening Standard. It’s more colourful, packed with more information and for the most part has a light touch the newspaper often lacks, conservative old thing that it is.

These days, ThisIsLondon is a far more compelling proposition than

its print counterpart, the Evening Standard. It’s more colourful, packed

with more information and for the most part has a light touch the

newspaper often lacks, conservative old thing that it is.



The home page details the goodies on offer, tempting the reader with the

hottest stories from the news, sport and theatre channels. On the day I

visited, the theatre item was about A Perfect Place, ’An icy tale of

Reykjavik gays’.



There is almost too much to trawl through. And when you get there, the

articles are invariably too long. But that’s not really a problem, when

an interview with Susan Sarandon turns up gems like the actress’s

description of the ’tribal journey to an island’ she, her friends and

family took on her 50th birthday.



’We sat around in a circle and they all talked in turn about qualities

in me: someone would say, ’I’ve always been very moved by Susan as a

mother.’’ Blimey.



Elsewhere, I was diverted by the London Life section, which informed me

that the police are set to sweep my manor, Brixton, free of drug

dealers.



Should be pretty easy - all they have to do is arrest almost everyone

loitering outside the Tube station.



I also felt obliged to turn to the food and drink channel, where there

was an article on London’s criminal drinking dens. Did you know the

great train robbers plotted their dastardly deed in The Star Tavern at 6

Belgrave Mews West, SW1?



Associated’s ad sales team has pulled in banners from the likes of

Boo.com, CharlotteStreet, BT Internet and UK Plus, among others. This

proves, once again, that traditional publishers are skilled at

developing premium brands on the net and are reaping the profits.



ThisIsLondon is not a ’cool’ site - the pictures and graphics are small

and bland - but it’s simple, newsy and full of useful stuff.



By the way, if you’re into fashion, you might be interested to learn

that gold is the new silver.



Topics

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus