MEDIA: Now; An expert’s view

Now is a disappointment for good-news and gossip fans, Eleanor Trickett says

Now is a disappointment for good-news and gossip fans, Eleanor Trickett


Now is pitching itself as a classy, celebrity-focused magazine for

ABC1C2 women. My favourite category. Unfortunately, I got off to a bad

start with it.

I have to want to read Now on my interminable daily tube journey, but it

doesn’t look sexy enough to be worthy. The cover is unattractive, using

‘old man’ colours: red, white and blue. The contents page, even uglier

than the cover, is a missed opportunity in slaggings-off. Cliff Richard,

for example, looks like a wino in an 80s suit and they simply mention

his new show.

Having read it cover to cover, I feel as if I’ve been through the mill.

I’ve sat through five ‘real people’ stories, including male anorexia and

rape, nine celebrity stories, seven of which outline personal tragedies

and career failure, and an ‘interview’ with Robson Green - roughly three

quotes stretching to a full-page piece.

Where are the good-news stories? The malicious gossip? If you’re going

to make a magazine look trashy, you may as well make sure the content

fits the image. Now fawns over predictable figures - Di, Goldie Hawn,

Oprah - as well as slightly more unusual ones, such as Princess Anne. It

looks like something that would fall out of a Sunday tabloid. Indeed,

the features are of a gravity normally reserved for the single ‘serious

spot’ in such a medium.

Celebrity-driven mags are definitely sexy. But whereas Here!, Now’s most

obvious rival, has scoops and slander delivered in lime green and sky

blue pink, Now simply regurgitates things we already know. Not even a

‘who’s who’, but a ‘who cares?’. Not a candidate for the Piccadilly

line, I’m afraid.

Eleanor Trickett, connoisseur of fine gossip, is Campaign’s editorial



Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content