MEDIA: NEW! - AN EXPERT'S VIEW. It might only cost 60p, but Nicki Hare thinks New! offers less for your pennies than Heat or Now.

The celebrity sector is clearly booming. As the key driver of circulation within the women's weekly market and with revenue up a massive 30 per cent compared with the previous six months, why shouldn't there be room for another title?

New!'s editor, Kirsty Mouatt, the former deputy editor of Hot Stars and the Saturday Express Magazine, believes people want a 'short, snappy read at a very competitive price'. She may be right, particularly where price is concerned. What's On TV and TV Choice have shown that there is room in the television listings market to hit the number one and number three positions respectively, if you chose to operate at the budget end of the sector. But what does New! offer for 60p that will help achieve sales to match the initial print run of 800,000?

The front cover of the first issue was extremely busy and took the safe option of featuring Victoria Beckham. Inside, the editor's letter introduced New! as 'OK!'s bolder, brasher and, of course, prettier younger sister'.

The New! sales team says the title is aimed at 'socially active, ABC1 women in their late 20s', with a mean target age of 27 (compared with the 'more family orientated' OK!'s mean age of 36). Based on its first issue, the title looks set to appeal to the more youthful late teens.

Regular features such as Sneaky Snaps, 'the pics celebs don't want you to see', were thin on new content and 'Get ...