Why Front? (Front)

Name: Prof. Yaffle

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Product:	Front
Date:	17/01/01 (123 review reads)
Rating:

Advantages: Good fly-swat

Disadvantages: Everything else

The Men's Lifestyle is one of the most lucrative sectors in the magazine industry. It is also now one of the most competitive as well with new titles appearing all the time. The Main players are probably "FHM", "Loaded", "Maxim" and "Sky" and are well established.

Front is a relative newcomer, having been on the market for just over two years. If you have ever read it you will have probably noticed that it is a similar vein to "Loaded", i.e. more of a "lads" mag than a "men's". This is mainly due to the fact that it was founded by Piers Hernu who used to employed as part of the "Loaded" staff.

For your money, you don't get much as it is approximately half the size of "FHM", but costs only 30 pence less! Admittedly is conrtains a lot less adverts, which is always a good thing, but it also has a lot less in features. It has no health, gadgets or problem pages for a start. As with "Loaded", the articles are usually interviews with celebrities (usually page 3 girls or hard men) or something mad like Street Basketball or re-enacting the battle of Agincourt. As with "Loaded" with the style of writing is a childish with the interview questions being more of an inane variety. The articles are also pretty shallow and when a serious topic is attempted, it is usually in comedic style.

The magazine is the type that you pick up, have a quick flick through before replacing on the shelf. It is trying too hard to be "Loaded" and has no identity of its own. When "Loaded" first appeared on the scene it was really good as it was a novel concept, but has since been told to tone down its articles, the same has happened with "Front". This magazine needs a new direction to get it out of the shadow of "Loaded" otherwise it will disappear.

Summary: