A Creative Review

Came across this review of the i magazine while browsing through the CR website, it is another summary of what the magazine has to offer that the likes of metro etc don't. I have included a few quotes of which I think are the most important in our progression towards the promotional campaign / problems that need solving

- "But does i really offer a quick-fix version of The Independent? There are opinion pieces for sure, but with news pages that segue a story on whether Bert from Sesame Street is actually gay with a smaller piece on the re-examination of the Nazi foreign ministry, it's much nearer Metro territory than it thinks."

- "The most successful sections are, unsurprisingly, the ones that devoid boisterous advertising"


- "A Health spread, despite some ugly pull quotes, at least gives the impression that there's a more in-depth feature to be read, whereas the tiny reviews in the "i arts" section offer little of substance, no matter how rushed your commute might be."

- "The Business section seems to offer the most coherence design-wise, however, perhaps because it only features two ads over its five pages."

"But in trying to create a reading experience that fits in with the pace of contemporary life, it seems that i, for now, merely adds more confusion to it."

This last quote is the one that I think sums up the problem perfectly, although they want to market the newspaper towards students it already has an unclear audience and trying to expand it would only compromise this more. Another element to them problem that needs an appropriate solution. 



Read the full review here