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WM, is a new, glossy magazine that ‘hit the stands’here in Scotland, during the last week in November, this year (2000) - and it is due to published bi-monthly. However, judging from the picture on the front of this category, you luck people down south have had it for some time now . . . WM magazine, I mean, of course! This brand new magazine has only had one issue but it is already a winner, as far as I am concerned. I picked mine up at my local Tesco Metro; no, not from the newspaper kiosk, but from the contraption sited next to the front door, which disgorges the free publications. Yes, they’ve gone and done it at last; Scottish and Universal Newspapers have beaten the competition to the punch and published the best free magazine, to come out in Scotland, for many a year. OK, - so it’s for women, but don’t try and tell me that the men won’t want a look too! There have been other free publications in the past, but the standard I found to be rather mixed and only one of them ever had any appeal for me (I’ve forgotten its name, but it was Glasgow based too). WM, it would appear, stands for What Matters (to Scottish Woman, according to the editorial) ‘What Matters’ would appear to be fashion, celebrities, beauty, business, internet, gossip, interiors, home and travel. Based here in Glasgow, there would appear to be an excellent team running things. The editorial lays down the guidelines which WM intends to follow and that basically is a “no tartan and shortbread” remit - in a magazine that has, “ . . .its eye on the whole world, . . .”. - and the advertising is of the highest standard too. Following the already successful format of so many of the popular periodicals, WM this month attempts to leave us all de-stressed, refreshed, rejuvenated and ‘raring to go’, all without
a drop of tinsel in sight. (something else which pleases me considerably). There’s an interview with Lorraine Kelly from LK Today in which she tells, amongst other things, of her admiration for fellow Scottish journalist, Paddy Christie ( an appreciation I wholeheartedly agree with) and American superstar, Bette Midler (again, one of my personal favourites). Also, in the December /January issue, is an excellent article about a local woman who shed nine stone, - so that she was able to donate one of her kidneys, - to her husband! There’s piece on Jamie Oliver, - one young man that is becoming a little ‘over exposed’ if you ask me -however, this does not detract from the overall excellence of the magazine. WM, is obviously trying to appeal to a large cross-section of the magazine buying market. I believe it succeeds in this attempt, and the fact that magazine is free can only add to its appeal. This great we Scottish magazine is simply the best thing to come out of the ‘free publications’ news stands for many years. An excellent read, - and with all the great items throughout this magazine, I suspect that I and thousands like me will be reading this WM for many years to come.