Fiona Smedley sees much in Here! but believes it will struggle to meet
When I was asked to review Here!, I was relieved to find that my
personal copy had not vanished. However, that in itself is perhaps bad
news for Here! - the fact that it had not gone walkabout meant that it
had failed the office test -its stated competitor, Hello!, does not hang
around for more than five minutes.
My first reaction to Here! was that I could not believe my eyes. That
awful front cover with Fergie, when compared with Hello!’s best-selling
Fergie cover, only suggests that this magazine will never have the same
Mind you, if I was a punter, I wouldn’t know that Here! is Gruner and
Jahr’s response to Hello!, so I would probably love it. I’m sure the
first issue will be a sell-out but I think Here! will find it hard to
sustain its 70p price given all the magazines that currently cost about
I am encouraged by Gruner and Jahr’s aim of increasing the overall
market and, while it seems like a tall order, the title does offer
something different for readers and advertisers alike - what a bonus it
is to have a five-day lead time.
Here! is positioned as ‘the magazine that thinks it’s a newspaper’,
providing what it claims to be the reality, while supposedly leaving
Hello! to tell the fairytale.
Here!’s Peeping Tom style will no doubt appeal to the masses. However, I
am sure that it will struggle to hit its target of having 68 per cent of
its readers aged under 35. Even That’s Life, Eva and TV Quick only get
about half of their readers from this age group.
All in all, I think Here! will hit its 400,000 circulation target, but
struggle with its profile. As for me, I’m one under-35 who still prefers
Fiona Smedley is the celebrity loving planning group head at Universal