FAMILY LIFE: AN EXPERT’S VIEW: Guilt-trips and no drips - the BBC’s lifestyle launch leaves Mandy Pooler cold

When I read the feature, ’Aaargh! In search of a drip-free teapot’, my queasy feelings about BBC Magazines’ new title, Family Life, were confirmed.

When I read the feature, ’Aaargh! In search of a drip-free teapot’,

my queasy feelings about BBC Magazines’ new title, Family Life, were

confirmed.



This is a magazine for Stepford mothers. It has walked straight out of a

70s ad for washing powder. And it reminds me of John Major’s vision of

Britain - ’warm beer and cricket on the village green’.



I should have known when I read the editor’s opening statement, which

included seven exclamation marks (find time for a nervous

breakdown! ... get writing now! ... we’ll do our best to help!), that

this was not going to be a title for me. Why do blokes get FHM and women

inflict guilt-trip journalism on each other?



I kept referring back to the editor’s column to check who this magazine

was targeted at. There, it assures me that it’s for women with a young

family, ’whether you work or not’. Who are these women who have time to

worry about teapots, plan ’waterproof days out’, read this turgid prose

and still have enough disposable income to choose which new People

Carrier to buy? I can only assume their definition of work is two hours

in a charity shop while hubby is working in the City.



Personally, I’m waiting for the magazine that features ’How to get

Ribena off your business plan’ or ’Remembering your children’s names

when you’ve had your lunch with Peter Shea’. Until then, I’m stuck with

titles that fail to cater for ’all aspects of our lives’. I’m a great

fan of BBC Magazines.



Auntie, when she sticks to her knitting - Good Food, Homes & Antiques -

is superb, but if this is Family Life, I’m happy to declare myself

dysfunctional.



While reading Family Life I was trying to catch a mental association -

suddenly I got it. This magazine Well, that really struck a chord with

contemporary Britain, didn’t it? I suspect this is just as ludicrously

idyllic but out of touch for the vast majority of families that aren’t

two parents, 2.2 children, non-working, white surburban wife with rich

husnabd.



Mandy Pooler, mother of seven-year-old twins, is managing director of

the Network.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content