Publisher: News Magazines
From the look of its cover, this new version of Skymag feels every bit the news-stand magazine and offers more to attract women readers than its predecessor.
The Sky logo has been dropped, positioning the title with a more stand-alone feel. But the contents page is where you really start to see the changes - the magazine now has a lot more to offer than just TV-based editorial. While TV news still makes up a large part of the magazine, the introduction of celebrity writers has allowed greater lifestyle coverage.
The main feature, a Q&A with Billie Piper, still has the feel of a weekly feature, however.
The lifestyle section towards the second half of the magazine feels slightly schizophrenic, as it quickly flicks through each different celebrity writer and their chosen topic - fashion and beauty, food and drink, your planet, arts and culture, and home and garden. Each of these pages offers useful information - it's just a shame that there isn't more depth to it.
Fashion is now an important part of the magazine and there is a six-page fashion shoot, as well as a page for Gok Wan. The section manages to maintain the entertainment angle, though, by using actresses from Emmerdale and The Bill as models.
The feel of the magazine is still more in line with a weekly than a monthly, and while Jeep and Renault have been secured as advertisers (adding a more upmarket feel), the rest of the advertising remains heavily direct response.
Overall, the title looks fresher and is an improvement on the old Sky Magazine. However, there is a need to ensure that the front half reflects the monthly feel it is trying to achieve. The lifestyle features are a good first step, but I'd like to see these evolve into more in-depth and engaging features.
Review by Sam Griffiths, head of magazines, Carat.