New glossy mag makes a Stellar entrance as boss takes a swipe at his rivals
LADIES get ready, because Ireland's new glossy magazine Stellar is set to hit the shelves in style. And according to publisher Michael O'Doherty, his competition had better watch out because Stellar is a magazine to be reckoned with.
"A lot of Irish magazines have turned into fashion catalogues and have become nothing more than a showcase for the latest shoe or handbag or eyeshadow," he said.
"No offence to them, but I wouldn't put Glow on the same level as Stellar.
"I think U has changed since it went fortnightly. It's far more tabloidy and, while it's very good at what it does, I think it has less substance," he added.
"I am not worried about the competition, I think Stellar will attract a whole new readership who would typically buy UK magazines.
"Everyone is talking about a recession but that's only going to hit the ad market, so all those magazines that thrive on 80 or 90pc ad revenue will be in trouble. We have very strong copy and Stellar is all about provoking thought and a reaction. We go very heavy on features and and there's a lot more meat in the magazine.
"I would describe it as being pretty similar to Glamour or Cosmo in the UK," he said. O'Doherty already publishes many of Ireland's top-selling magazines, including VIP, Kiss and TV Now. But he won't be stepping on his own toes, though.
"Of course there will be a tiny overlap and some of the people we feature will be the same but overall it's a very different publication.
"I'd like to think that it's a grown-up version of Kiss."
The mag will be edited by Susan Vasquez, who previously worked on Kiss. It was officially launched last night with a star-studded bash at celebrity hotspot Krystle nightclub.