Media choice: What to Wear

The first issue looks like a mix of Glamour and InStyle, with the snappy style of the former but less aspirational content than the latter. It is full of fashion ideas and has the usual guides on what to wear if you are curvy, petite, pear-shaped or busty. It even has a section for 'hefty ankles, Michelin Man rolls and thunder thighs'.

Launched on the back of the What Not To Wear TV series, it is aimed at 18- to 30-year-old shopaholics, and its first print run was 150,000. But the link with the TV show is weak, with barely any contribution from hosts Trinny and Susannah, apart from a letters page that lacks the caustic duo's usual bluntness.

The title was trialled as a free supplement with Eve, but most Eve readers are over 30. Here lies the problem. A magazine version of the Trinny and Susannah books might succeed in attracting an upmarket 30- to 50-year-old audience, but the BBC is aiming much younger.

Since the Trinny and Susannah link is weak, the BBC should consider changing the title's name. The magazine also needs to be published more frequently.

- Publisher BBC Magazines.

This article was first published on Marketing