MEDIA: BEST: (NOT) AN EXPERT’S VIEW - The popular weekly, aimed at ’women who love life’, left Amy Lawson rather unmoved

Last week, I was asked by Campaign to write a review of Best magazine. I had to confess that I had never heard of it.

Last week, I was asked by Campaign to write a review of Best

magazine. I had to confess that I had never heard of it.



After a bit of research, I established that it, along with Prima, was

acquired by the National Magazine Company in an audacious deal with the

German publisher Gruner & Jahr which sold its portfolio of UK titles for

an undisclosed sum last week.



My hunt for Best began in Soho and ended in West Hampstead. I spent

three days tracking it down. It was sold out absolutely everywhere. Good

news for the publisher, and with each newsagent my anticipation and

desire to experience the magazine that purports to be for ’women who

love life’ grew stronger.



When I did finally get my hands on it (for 62p), I was surprised to see

that the front cover was full of superdiets, health scandals, tales of

domestic horror involving a mother whose terror of her seven-year-old

son had reached biblical proportions, and tips on how to cover up one’s

body.



Was this really the magazine for ’women who love life’?



As a great believer in living life to the full, I can honestly say that

diets have never featured strongly on my list of priorities. Nor the

antics of brat children or the woes of our ailing hospital system.



I’m also not sure how Best’s ’pro-life’ stance is supported by an

article that talks about mistakenly flushing a baby down the toilet!

Maybe the seven-year-old demon boy should be given to the

’baby-flusher’, then everyone could live life to the full.



Mind you, my interest was piqued when I saw a piece on entertaining the

children over the holidays.



Reading on, it transpired that this would entail dragging them around

National Trust properties, which, I have to say, has not worked well

when I have tried a similar strategy with the two children with whom I

spend much of my time. They would sooner nail their eyelids to a post

than watch a bunch of overweight yokels re-enacting the battle of

Hastings.



I arrive at a story about cosmetic surgery. Hannah wants bigger boobs.

Mum asks: ’Why does my daughter want to spend pounds 10,000 on looking

like a freak?’ All ends well with a picture of mum nuzzling Hannah’s

breasts. It’s a real tear-jerker.



Having gone through the various highlights of a strong food section and

an interesting travel section, I want to end on a high. Unfortunately,

the last thing I see as I exit the magazine is an ad for Aqua Ban, an

intriguing product that helps eliminate premenstrual bloat. Nice.





Publisher Gruner & Jahr



Frequency Weekly



Price 62p



Circulation 874,175



Full-page ad rate pounds 16,225



Advertisers include Wickes, Boots, Persil, Sainsbury’s, Whiskas, Pearl

Drops, Margaret Astor, Aqua Ban.