Sunday Telegraph – New Magazine Reviewed

The Sunday Telegraph launched its magazine yesterday, becoming the title’s sixth section alongside News, Business, Sport, Review and Appointments, and backed by a £1m promotional push.

The magazine opens with “Capital Letter” which muses that for all Sunday Telegraph readers this must be “a moment of bitter disappointment” – many had thought the paper already had a magazine (confusing it with the Saturday one) and the rest were pleased it did not have one. Apart from alarming all those who use media research with the first statement, this is hardly the most assertive editorial statement in recent publishing history.

Thereafter the magazine’s 48 pages settle down to the weekend stable diet of food, drink, restaurants, gardening, a little fashion and a few personality features, such as Lord Snowdon’s photography of wild flowers. The magazine is nicely produced, but there is little to make it stand out from the pack.

Advertisers in the first issue take up 17.5 of the 48 pages, and all are in colour. There is no direct marketing advertising, and only Toyota, Honda, BMW and Daewoo from the motor industry.

Others include: – a double page spread for Bryant Homes – a double page spread for Microsoft – Debenhams and Woolmark from the clothing / retail sector – India and Malta from travel – Bulgarian Wines and Gillespies Malt Stout around the food section.