Magazine targets 'tatty' readers

By Ruth Addicott

Supply Management has given four of its readers a professional makeover to help them get ahead in the industry.

The move coincides with a re-design in the magazine by art director Mark Parry, featuring new typefaces, logos and the creation of a “People & Jobs” news page.

In February, Supply Management invited readers to apply for a personal makeover as part of its campaign to improve the image of the industry. Readers – who work as buyers in markets such as IT, retail and motoring – were asked to send a photo and sum up in 100 words why they needed an overhaul.

The magazine received more than 50 replies, before choosing four winners to spend a day in London with top image consultant Gail Morgan. Their transformation included a new hair-style by Toni & Guy.

Editor Geraint John said: “We meet a lot of readers who look a bit tatty and don’t dress or look like dynamic professionals. Given the popularity of Trinny and Susannah, we thought we’d give them a bit of an overhaul.” John said he was amazed by the number of applicants. “Business magazines can be a bit staid and boring and we are trying to give it slightly more of a consumer feel,” he added.

“They all felt it was a really big improvement. I am sure that if we did it again we would be flooded with volunteers.”

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