Expert’s view? Well, I am a woman, but not a Woman reader, so not
exactly an expert. In fact, Woman to me meant knitting, nutritious meals
for a family of four and finding clothes to hide saggy breasts and
child-bearing hips. Vogue is really more my thing, darling.
Now I know the impression I have is out of date, but I’ve never bothered
to find out what Woman 1998 is really all about - which makes me a prime
target for the ad push IPC is hoping will help halt the magazine’s sales
IPC is putting money behind the magazine in the hope of drawing new,
younger readers. But if the advertising’s successful, what will readers
find when they hand over pounds 1.40 and sit down with a cuppa?
Once inside this summer special, of course, I found plenty of guilty
reading material. Yes, I do still hoover up those articles on ’55 ways
to look great this summer’ and ’Let’s eat outside’.
I hastily glossed over the fiction - the sort of stuff that gives
writing a very bad name, pored over the problem pages (one day I, too,
may have a daughter with a verruca), and loved the bitchy celebrity
fashion dos and don’ts.
The fashion was in my price range but Asda and Tesco are not my
favourite haunts for clothes shopping. Basically this is probably a
magazine designed for my pocket but not my snobbishness.
The fact is that Woman has no badge value for women who like a bit of
aspirational escapism. It’s practical, cheap, cheerful and no challenge
to the intellect. The ad campaign will have to be bloody good because,
as perceptions stand, I don’t want anyone to think of me as a Woman
When not checking out the stock at Karen Millen, Claire Beale is
Campaign’s Media Editor.