MEDIA CHOICE: Islington Magazine

Commuting to Islington every day from South-West London is a pain in the arse, but one merit is Islington Magazine, a glossy, perfect-bound magazine in a Glamour-sized package.

It is published bi-monthly by Docklands Publishing and distributed free to 33,000 residents of Islington, Holloway and Highbury through targeted local businesses, clubs, restaurants and health clubs.

The editorial team has aimed to create a lifestyle magazine that is locally targeted, rather than a local magazine with some lifestyle stuff shoehorned in. The format is unimposing, and the content and art direction is of a high standard.

A recent issue featured Hollywood madam Heidi Fleiss on the cover and inside there was an interview with a local boy on his recovery from a life-threatening accident. A swimwear fashion feature shot in a launderette could have graced the pages of any style consumer title. The celebrity quotient is balanced by informative London articles, a well-researched eating out guide and the inevitable 'state of the market' property feature.

The targeted nature of the distribution means that the ads are on-track with editorial content, and by and large we're spared the crap ads for trellising. A pretty good free mag and an example of what others should be doing.

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