MEDIA CHOICE: Trash Magazine

Trash is a new style magazine that claims it will fill the gap between style, lifestyle, music and celebrity. As the bastard child of Conde Nast and Ministry of Sound it was either going to be a brilliant market-defining title or utter crap. It was neither. The cover star, Cheryl Tweedy (the punchy pram-face from Girls Aloud), is an odd choice but maybe they were going for the literal translation.

After a confused opening section rammed with fragrance ads and including a 'What we're bothered about ...' feature that Jack readers will be familiar with, Trash bursts into an eclectic low-down on various cities before rolling into its main content. This varies from fashion, film and sex to music, TV and ... clubs (no, really?).

The journalism ranges from mundane to clever via cheeky. The attempts to inject a highbrow element see the title tackle art, drugs and tattoos.

There are some other highlights worth pointing out - a fantastic Diesel advertorial that shows the Conde Nast influence, some excellent illustrations by Paul Davis and Ceri Amphlett and some snazzy typesetting.

But overall Trash appears to be suffering from an identity crisis, with echoes of the ill-fated Ministry Magazine.

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