Bring on the Page 3 Boys, Says New Editor

By Rose, Toby | The Evening Standard (London, England), February 28, 2001 | Go to article overview

Bring on the Page 3 Boys, Says New Editor


Rose, Toby, The Evening Standard (London, England)


Byline: TOBY ROSE

CHALLENGING times for Emma Jones, who is to take over as editor of Smash Hits. It's a crowded market, and the days when the magazine, part of the Emap group, outsold all bar Radio Times, have long gone. So what has Jones, currently deputy editor of The Sun's Bizarre column, have up her sleeve to bring the magazine back to its old pre-eminence?

Enter the Page 3 boy. "I spoke to my 13-year-old cousin and she interviewed all her mates and they all said the same: boy pinups," says Jones, 25. "They will be sexy and glossy. Eminem would qualify, fully clothed, of course. Chain saw optional."

The page-three stunner is not all Jones, who is set to take up her new post in May, intends to bring from her tabloid background (she worked for the Daily Mirror and The Mail on Sunday before being poached by The Sun). "At the moment, the magazine has got no stories," she says. "Smash Hits needs more exclusives." Under Jones, the magazine, which still boasts a fortnightly circulation of 210,000, will be expected to land more exclusives such as Boyzone's Stephen Gately declaring that he is gay, which made the front page of The Sun.

"I want it to be Hello! for kids," says Jones. "It should be more gossipy.

While not turning over the stars, it will have more bite and the stars will come to us with their stories because they trust us.

We want exclusive confessions. …

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