There’s a strong sense of Fairfax familiarity about the free glossy
newspaper-inserted magazines launched by News Limited over the past
week.

On Thursday, the Adelaide Advertiser unveiled its new monthly inserted magazine – the Adelaide* magazine – which has an uncannily similar look and feel to Fairfax’s the (sydney) magazine and theage (melbourne) magazine.

Then on Saturday, the Courier-Mail unveiled its contribution to the weekly glossy lifestyle advertising (and a bit of journalism) genre –Qweekend. Any similarity to Fairfax’s goodweekend is undoubtedly coincidental.

Peter Fray

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Editor-in-chief of Crikey

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