Only the Daily Star could get away with naming its pets column ’Is
it OK if I stroke it?’, lace it with innuendo and still manage to talk
about ferrets in a way that doesn’t border on bestiality. Not only that
- readers laugh.
This is precisely the Daily Star’s charm. Some may think it is, if not
the king (I think the Sport holds that honour), then certainly the crown
prince of sexist, demeaning, sleazy tabloid journalism. Others firmly
disagree. I believe the paper is cheeky and saucy - everything a tabloid
I read the Star every day. Not because it’s cool, not because it
provides me with intelligent news analysis and certainly not because I
like the sight of half-naked women. I read it for the gossip and trivia.
Its pop gossip pages are second only to the Sun and its headlines are
infamous (even the Big Breakfast bestows the Star with its sought-after
’pun of the week’ award nearly every week).
Now, it seems, bosses at the paper want to make it less sleazy so more
women read it, hence my review. As a satisfied reader, I doubted that
this would work but, surprisingly, I like it. It feels more readable and
The good thing about the Star is not its self-deprecating humour but the
fact that it knows its target audience doesn’t want to read about stocks
and shares, the situation in India or whether Jeffrey Archer is going to
My only criticism of the new-look newspaper is the ads. They should
target the Star reader and be more than carbon-copies of the ones that
have run in the Express and the Sun. The audience is looking for a
laugh, so give them one. If the editorial needed a dusting, the ads need
a damn good scrubbing.
Mairi Clark is Campaign’s ohh-ahh Diary editaah and reportaah.