Media choice: Fabulous

A cursory glance takes in the weekly glossy staples: celebrity interview, real-life reports, accessible fashion, diet, beauty and lifestyle pages, and a bit of telly bunged in at the back.

With former Emap editor Mandy Appleyard (Closer, First and Grazia) at the helm, it is a deliberate and definite step up for the NoTW - a decent read for women under the age of 50 who aren't interested in bingo or buying Royal Family memorabilia.

The production values are dramatically better than those of its predecessor, too, but not everything has changed inside. The features are from the News of The World heartland - 'I lost 18 stone and my husband ran off with my mum' being my favourite example. The institution that is Mystic Meg also remains: same picture, same honky predictions.

Overall, Fabulous is a good read and a great package. Cover girl and interviewee Kelly Osbourne is the perfect choice for the first issue. She is youthful, smart and straight-talking, with bags of attitude but still accessible. If Fabulous can follow her lead, it won't go far wrong.

Media owner: News International.

This article was first published on Marketing