Well, I may as well lay my cards on the table early on - I really
don’t like this magazine. After having had a damn good look at it in the
hope of finding at least one morsel to be positive about, I can honestly
say I feel quite depressed about the prospect of writing 400 words about
OK, here goes. At 25 I am admittedly reaching the top end of Spirit of
Superdrug’s core target market (20- to 28-year-olds) but to me the
magazine has all the hallmarks of something that I might, and by no
means definitely, have found juicy at the age of 13.
Fair enough, it costs nothing but that doesn’t mean you can get away
with running a brain-numbing feature entitled ’28 inspiring ideas’ that
offers suggestions such as ’start your day with a song on your lips’,
’give your teeth a makeover’ and ’change your perfume’. Oh, do I have to
Sorry, but even the editor’s intro made me cringe. Spirit, she says, is
a magazine ’that knows it’s not the end of the world if your mascara
runs and understands there are days when you need to know how to zap a
spot’. Nuff said.
The editorial content focuses on health, beauty and fashion and the
magazine is page-heavy with plugs for the shop. I wouldn’t mind betting
that lots of people will pick up Spirit - we all love a freebie - but
how many will actually be impressed, inspired or feel drawn to the shop
as a result of what they find inside?
The advertising/editorial split is 50/50 so advertorials feature
heavily. These aren’t any better or worse than other magazine’s but I
thought they could have picked more interesting products to feature than
Schwarzkopf live hair colour or Palmolive body wash.
Other advertisers included Nivea, Sure, Gillette (which was about as
much as Spirit has to offer its male readers) and Pantene.
However, Spirit’s fashion pages are slightly better. A lot of what was
featured I liked and, happily, it isn’t all Mark One and New Look. It’s
interesting that the magazine has managed to be good at something that
has little to do with what the store sells.
Campaign’s Jade Garrett needs more than a bar of soap and some
cotton-wool to get her excited
Publisher River Publishing
Editor Emma Marlin
Full-page colour ad pounds 15,000
Print run One million
Cover price Free
Advertisers include Nivea, Pantene, Multibionta, Durex, Johnson’s