Stylist – you’ll either love it or hate it
Just as one free London title closes, another two arrive. As we all know, The Evening Standard is set to become free very soon but in the meantime the first female targeted free title has launched. ‘Stylist’ will be distributed in London, Brighton, Leeds, Manchester, Glasgow and Birmingham and the publication has already created debate within the Maxus office.
Personally, as I read the ‘Welcome’ on the first page I became increasingly frustrated. Verging on the patronising, it included one typo and three, yes three, mentions of chocolate (in an article of c.150 words)! It seems the editor can’t do a hard days work without a bar of Green and Blacks at her desk! I read on and came across the Elsewhere section. This focuses on World news in one compact page. Now bearing in mind that within the ‘Welcome’ it stated that the editorial would focus on thoughtful journalism, dealing with issues that matter, I was surprised to find the first piece of World news to be on how the Russians are the vainest nation – putting more pictures of themselves online than any other European nation. Other articles referred to dating in the US, nude hiking and weddings. Now they are the issues that REALLY matter to us women, are they not?!
Others in the agency, however, really liked it and are glad that there is finally free title that targets women. I guess it is only meant to be a quick read whilst your sat on the tube and therefore I may be getting a little over-sensitive.
Anyway, I better get back to work…….now where is my Dairy Milk??
October 7th, 2009 at 12:14 pm
Ok – I totally see your point but I chose to take it simply as it was – Free, shoved in my face at 7.30am and something to stop me trying to tackle my infinitely more challenging book that is buried in my bag. I wouldn’t pay for it, and I wouldn’t seek it out if It wasn’t thrown my way, but as long as it is, I think I will continue reading. I also liked it aesthetically and it reminded me of the supplements in the weekend papers.
October 7th, 2009 at 12:21 pm
I agree with Alice – I really like what Stylist offers and think its level of editorial is about as high brow as I would be able to manage pre 9am coffee and toast…
October 7th, 2009 at 12:38 pm
Now you know how some of us react when Men’s mags launch with an intro editorial referring to cans of lager, i.e. it’s not for me, then. Mind you, I don’t think I’d go for one that cited three different types of cheese either – or would I? Hmmm?
October 7th, 2009 at 12:50 pm
I know it was the first day of distribution but I was seeing just as many men holding it as women. Hopefully the numbers dwindle down to actually women once men know what it is. It is a good looking magazine. It does the fill for a morning commute when your face is shoved into the under arm of some woman who refuses to take off her oversized bag packed with who knows what. No one wants to read something too in depth while commuting.
October 7th, 2009 at 2:31 pm
I agree with Louise; the content wasn’t particularly compelling, nor do I think it was very well written. I think the absence of a main fashion shoot is quite interesting – suggesting a more ‘product driven’ direction; and one that will doubtlessly succumb to the will of product PRs, rather than journalists. The paper stock used inside the mag is fairly mediocre, but to not use any gloss or higher gsm on the covers gives it a very supplementary feel.
They’ve done well courting the necessary advertisers, but time will tell.
It will be interesting to see how it performs on a national basis though, could pave the way for a more regionally up-weighted SPORT and Shortlist.
October 7th, 2009 at 5:03 pm
I can see both points of view however my first impressions of the new mag were that I actually quite like it. Its easy reading, it’s full of your usual girlie topics, it doesn’t leave print all over your hands and it’s free!
Okay the ‘Elsewhere Page’ was probably the lowest point of the magazine but the article on the Nude Hiking was slightly amusing and light hearted- which at 07.40 in the morning is all I’m looking for.
The only other down fall was the article on Red October which featured some lovely red outfits and accessories, however it was disappointing to see that there was not one item priced under £20! Us girls love to bargain hunt and a few red items from Primark, H&M and New Look would have been more appealing – well to me anyway!
All in all an easy, enjoyable read which will make my journey in to work a tad more interesting in the morning.
October 14th, 2009 at 11:45 am
Seemed okay and will take a few issues to find it’s editorial voice but for a style and fashion mag the paper used did just feel a bit cheap