The new-look Eva won’t be finding a place on Louise Ford’s weekly
I must confess that I can’t resist a flick through the vast number of
women’s magazines that hit Campaign’s desks on a regular basis. The
question is whether the redesign of IPC’s Eva will turn it into one of
those titles we fight over.
I’ve never seen Eva before and I’m not overly keen on ever seeing it
again. Try as I might, I can’t bring myself to write this off as lively,
Its new look (Campaign, last week) has certainly succeeded in emulating
the tabloids. From the shock-horror splash headline: ‘Just a sore throat
- then our daughter’s skin fell off’ to the half-hearted racism of: ‘The
Germans won’t give me back my child!’ it is ruthless in its pursuit of
the disturbing and strangely uninteresting true stories of its readers.
Inside we’re hit with a barrage of clashing colours, wild headlines and
painful puns - ‘Tight said Fred’ and ‘You’ve gone too fur’.
The beauty advice is outdated and the ‘celebs’ are minor league: Tessa
Sanderson, Dale Winton and Michelle Collins. It’s depressing that the
nation’s housewives seem to demand this stuff.
Another shocker is the realisation that ‘real’ people are so disgusting
to look at. Real people are not artfully scruffy and bodily pierced, the
glamour of black-and-white photos taking the edge off their bad dress
sense, as they are in the new Extract magazine. Oh, no. Real people have
crap hair, bad skin, are boss-eyed and obese and they are here in force.
Eva seems to provide the same advertising function as the tabloids’
Sunday magazines, a sort of white elephants’ graveyard. Who could resist
the charms of Blackberry Blossom, the porcelain doll: ‘Sweet and
fresh...like a country morning’? Me, for one.
Louise Ford, a Campaign sub-editor, never has crap hair or spots