Emap has relaunched low-on-readers-and-ideas magazines Arena. It still doesn't have any ideas by the sounds of it.
It has David Beckham on the cover and claims that it is targeting 'urban playboys' with expensive tastes. Editor Giles Hattersley says the magazine will "resonate with and reflect the lifestyles of young men today -- the 'me generation' -- who earn more, dress better, party harder and are better educated".
Do people still use phrases such as "party harder"? Unless you are talking about bankers, which must be why Arena has put Beckham on the cover of this relaunch. Can someone praise the magazine's editor for his originality... oh wait.
The new Arena sounds like GQ. Why would you try to reinvent GQ?
It seems that London's magazine publishers can now only produce two kinds of men's magazines. Either acres of flesh or GQ.
Arena was once quite a decent magazine, but that was a long time ago and it doesn't look like it is about to return to its glory days any day soon. Surely someone can come up with a magazine that appeals to men that is also intelligent. Urban playboys? Oh please.
Gordon Macmillan
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