Media Choice: SkyMag

The new SkyMag appears to be different from virtually every other TV guide, apart from Radio Times, in that it is a compelling read for the target audience as a standalone product. It works through its content without the added benefit of finding out what the best shows on TV are. It could easily be sold in Tesco or Asda for 99p.

The title covers the basic listings-need in several bite-sized ways, from 30 great shows for 30 days in September to the cleverly focused weekly listings of five highlights a day across entertainment, drama, comedy, documentary and lifestyle. This it combines well with glossy features and a breezy guide to the best of what else is on in the rest of its features.

It has a great environment for advertisers, with picture-led, TV-themed and programme-connected content on real life, travel, fashion and beauty, arts and culture, the planet and, of course, celebrity, with great columnists.

Overall it achieves its objective of being eye-catching, readable, keeping the attention while educating readers about what is on, not just on Sky but on all digital channels, and treating the consumer with respect. I can see this being kept around the home for the full month and being welcomed by the women in the house every issue. Sky has clearly listened to the consumer.

Publisher: News Magazines.

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