A few years ago the dawn of the new millennium was hailed as a time
for contemplation. A time for change as well as an opportunity for the
world to become more loving and caring.
Three months into 2000 and Arena has decided it wants to change and has
relaunched. But what does Arena think its readers of the new millennium
want? The time-honoured favourites such as money, power and sex, of
And it certainly offers that. There are features on money.
Articles on money and power. And interviews with people who have money,
power and women.
One such person is Prince Alwaleed Bin Talal. He’s got money - dollars
17 billion at the last count. He’s got a 22-year-old wife who is the
same age as his son and, of course, he’s got power. After all, he’s a
major shareholder in Saatchi & Saatchi. It’s a fantastic article.
Apart from that one interview, the rest are predictable and obvious.
The feature on the latest pounds 20 note is one such example. It’s an
in-depth look at the anti-copying devices that the Bank of England has
incorporated into the note.
There are also the predictable shots of women reclining seductively.
Whether they are reclining on a pile of leaves or on a motorbike, you
get the feeling you have seen this all before. The only exception to
this was the woman in a wooden crate feature - she certainly seemed to
be lacking the power required to get out of it.
When I heard that Arena was going to be relaunched I was excited by the
prospect of something that would break the groundrules and define a new
concept in magazines. Like Wallpaper did when it was launched. What I
found was just a repackaging rather than anything more exciting.
But then I should have realised this as soon as I read about the
magazine’s new typeface. Its manifesto tells you that the ’n’ in Arena
is for ’new typeface’. They proudly gush: ’It’s called Rockwell. (We
knew you’d love to know.) As you can see, it rocks.’
Well, I think I’ll stick to Wallpaper as my magazine for the new
Full-page colour ad: pounds 5,500
Publisher: Emap Elan Network
Circulation: 47,000, down 22.7 per cent year on year
Cover: price pounds 3
Advertisers include: Benetton, Audi, Hugo Boss, Nike, Stella Artois.