Media Choice: So London

by Darren Henley, Managing director, Classic FM and theJazz, Marketing 28-Mar-07

Despite the ads for houses in Belgravia with a £5m price tag, So London is very definitely not aimed at crusty old money. It has a fresh, vibrant, clean design that makes it a welcoming and attractive read for an altogether funkier and aspirational Londoner.

The news section gives a crisp round-up of society events in the
capital, with a liberal sprinkling of photographs of well-known
celebrities and captains of industry out on the town. But rather than

centre on mindless showbiz openings, So London's opening section doubles

as a celebration of rich and famous Londoners' philanthropy. It is good
to see a thoughtful and thought-provoking article on such endeavours
appearing alongside glossy pictures.

Whether you are going out or staying in, there are a host of columns
with ideas on how you might dispose of seriously large amounts of money
on your multimillion-pound pad.

It's not all rampant consumerism, though. The 'Personal Pitch' section
toward the back of the magazine allows writers such as Tom Parker Bowles
to put forward an argument that they feel particularly passionate
about.

This is undoubtedly a magazine for people with cash to spend, but it
manages to give a sense of exclusivity without actually excluding those
of us who can only dream of owning our own £5m piece of Holland
Park heaven.

Media owner: So London.