How stylish is Stylist?
The wait is over … Shortlist Media has finally realised there is a big, massive, huge gap in the market for a female version of its successful male-counterpart, Shortlist magazine.
The aptly named Stylist title is rather predictably aimed at affluent 20 to 40 year-old female commuters with content “written with a zip and style that will make it stand out in the market”, according to its publisher.
Unsurprisingly, style is a big factor but is far from the magazine’s focus. Having attracted top-end advertisers such as Selfridges, Burberry, French Connection, YSL, Amex and M&S, style certainly matters in Stylist but the editorial team, headed up by former More! editor Lisa Smosarski, have done well to include more substantial content.
The magazine’s array of articles vary more than expected, perhaps the intention of Shortlist Media. It steers clear of the celeb-hungry gossip – a feature that is unavoidable in other women’s weeklies – and homes-in on women. Real-women, TV-presenter type of women and the Angelina Jolie sort of women. It covers alot … all the usual fashion, beauty, films, celebrity (although only in the name of Jolie, who is, it has to be said, also a mother and UN ambassador) of course, but it also widens its appeal to arts, culture, travel and even politics. Almost like all the Sunday Times‘ magazines rolled in to one, bite-size portion.
With an initial circulation of 400,000, which have been handed out via a network of street vendors in London, Manchester, Glasgow, Brighton, Birmingham and Leeds today, it’s bound to have attracted some attention. It’s got its target audience spot on with aspirational brands, expensive clothes, perfumes and restaurant suggestions. However, it will also appeal more to “everyday” sort of women with it’s short, snappy pieces, a day-in-the-life-of feature and female glory.
Stylist’s 58 pages are unmistakeably female-focused and it seems to get the mix right – some light-hearted, albeit well-written and witty comment, some at-a-glance highlights, some pretty imagery and 20 reasonably relevant adverts. Exactly what a magazine of this calibre should offer.
What stands out as being less high class though is its paper quality – one word, rubbish! Although, to give it credit, it’s very similar to the paid-for popular magazine Grazia. Yes, the one which Stylist‘s founder Mike Soutar argued it was not in competition with and the one that has a respectable circulation of more than 228,000 copies.
“In order for us to succeed, other people do not have to lose,” Soutar has said. “I suspect Stylist will attract quite a sizable group of people who do not buy into women’s weekly magazines”.
He is right, of course, because compared to other consumer magazines on the market (one which is seriously struggling no less) it doesn’t matter quite as much if the paper quality is poor, or if the typography is old-fashioned and potentially out-of-date … what matters is that it’s free.
But don’t just take my word for it …. Newsline has asked a small cross-section of potential readers for their impression of the launch issue –
Anne, a 30-something mum-to-be, said: “The paper quality and headlines is much like Grazia, which I’ve always thought had a cheap feel to it despite being considered a glossy! Very clear what market its aiming at with mini features on Channel hair varnish and Burberry catwalks. Also lots of work related articles, aiming understandably at the professional working woman – but do I want to read about work routines when I’m on my own routine?
“However, there was a nice witty / amusing opinion page from Dawn Porter – read like a page from Bridget Jones. Overall, I am impressed by the content and I’d be likely to pick it up again.”
Lola, a hot young 20-something lady, said: “On the negative side, the print quality makes my eyes hurt! It’s more big-brand aware than I like, but it goes with the territory especially for a free magazine. For a city-based mag, it needs more ethnic and culturally diverse stuff.
“However, on the plus side, it is not overly fashion focused. It features women who do lots of different things, not just well known singers and actresses, and the women are women, adults not teenagers. This is true even of the ads. Wow. And it feels fresh for a free women’s ‘glossy’.
“Overall, I would say that it lacks the fun and quirkiness of its male equivelent, but does a good job of treating its readers with respect.”
Chontal, a 30-something mum of two (not that you’d know it), said: “A lovely blend of fashion, lifestyle, culture and politics. Makes me believe I can keep in touch even if the reality is snotty noses and school runs! Great price too! The only thing is the paper quality, which is rubbish. But I guess it’s free so we can let them off!!”