MEDIA: DEMPSTERS: AN EXPERT’S VIEW

Georgina Crace is not very impressed with the elitist bible for ladies who lunch

Georgina Crace is not very impressed with the elitist bible for ladies

who lunch



It’s Sunday afternoon and I have been sitting across the kitchen table

from my partner who has been trying to fix a lamp for what seems like

the past 24 hours. I have had a copy of the first issue of Dempsters for

even longer and have had less success than he has.



Dempsters sounds like an 80s wine bar and looks like an in-flight

magazine. The first issue opens with page after page of Nigel Dempster’s

society gossip. His tone is irritating and condescending. Are people

interested that ‘the Prince of Wales has approved Tara Palmer-

Tomkinson’s romance with Mogens Tholstrup’? This is Dempsters’ insight

into life. How have we lived without it?



Next to the ‘hard-hitting journalism’, the lead features are on the

Duchess of York and Emma Thompson...please. Articles on these women are

at the stage of overkill.



Free inside is your very own 20-page guide to the ‘season’, followed by

16 pages of fashion dedicated to how to dress for the all-important

‘season’ - the phrase ‘get a life’ springs to mind.



The ad content is good, with at least 95 per cent of it sold to quality,

upmarket advertisers. The layout is boring, with vast amounts of white

space and very small dense print, making it uninviting to read.



Dempsters is a magazine for women who aspire to ‘lunch’ and will appear

on several coffee tables in London, most likely remaining in pristine

condition.



It is now 5pm and my partner has given up on fixing the lamp and gone to

buy a new one. I too have given up on Dempsters, finding nothing new,

thought-provoking or interesting to read. My subscription to Cage and

Aviary Birds is under no threat.



Georgina Crace is group ad sales director at IPC Magazines



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