A revamped version of the Observer magazine was introduced yesterday, manifesting all the promised cosmetic elements – bigger and brighter, with perfect binding to give it an upmarket appearance.
Editorial has a more international feel, with items spanning Italy, Poland, the US and Northern Ireland. Consumer, style and leisure features, previously to be found in the review section, are now in the magazine, with more breathing space for expansion and more scope for advertising.
Main advertisers include Peugeot, Sainsbury’s, Electrolux, Canon and Daihatsu, with advertising taking up 42 pages, out of and increased pagination of 122.
Paul Steward of MBS Media thinks that the new image is a vast improvement, which adds value to the whole package. He believes that it is now much more accessible and for a Sunday supplement is very readable.
The media department at Leo Burnetts had a mixed reaction to the magazine. Kate Lynch feels that it is good value but wonders if the Observer will be able to maintain such high standards for any length of time. The general consensus is that the magazine has an image which is very different to the rest of the package and will rub a lot of regular readers up the wrong way.
Colin Gottlieb partner in MGM, felt that the first issue was an “incredibly strong effort” but was not overly impressed with the editorial content which he described on the most part as being ‘naff’. He did say, however, that he would be willing to give it 20 out of 10 for effort.
The paper as a whole has suffered a massive loss in circulation over the last six years, falling from 778,207 in 1986 to 528,197 for March to August 1992, and is using the relaunch to pull itself back up into the ‘Sunday league.’ Reports in the Sunday papers this week claim that the Observer is investing large sums of money in the magazine, paying out over £40,000 for exclusive photographs of Madonna, to be published in next week’s issue.
The Observer: 071 627 0700
