Friday, January 19, 2007
Yet Another Lifestyle Magazine in Town: 69++
I just read this new magazine called 69++, a free magazine that was launched last night. My colleague Indri went to the launch last night. On the cover, it states that it is a lifestyle and shopping magazine. I personally think that 69++ is quite a cool brand for a lifestyle magazine, but then I changed my mind when I saw the cover of the magazine. I don't wanna judge a magazine by its cover, but I'd have to say that this magazine looks very serious.
When I saw the cover of magazine, it really reminded me of the cover of “Jurnal Perempuan” magazine. "Jurnal Perempuan", if you didn't already know it, is a magazine containing articles on women's rights. And when I started reading the pages, I concluded that the content of the magazine is not that of a lifestyle magazine.
Most of the issues in the articles of this magazine are too serious for lifestyle magazine. I thought I was the target market of this magazine, since the rate card bookmark inserted in the middle page state that this magazine is for 25-45 years old, urban dwellers, established, and dynamic. But how come I don't feel like the content of the magazine is for me?
The other thing I noticed from this magazine is that it has a Tempo magazine style of writing. I was informed that the editor in chief was a Tempo journalist, but I also recognized the style as I know that Tempo is one of the pioneers in Indonesian media to use the literary writing style.
I hope that the next edition of this magazine will contain more lifestyle information. And someone please do something about the layout. For a lifestyle magazine, it surely needs that STYLE element. I know that first editions are always tough, but if a magazine want to survive, it really must adapt with the customers expectation. This one fell short of mine.