Media: Shelf Life: A monthly look at the glossies

TV versions of the lads' Bible Loaded and the women's monthly Marie Claire could soon go into production if a campaign by publishers is successful. Publishers are currently banned by the Independent Television Commission from turning their magazines into TV programmes which, the ITC decrees, breaks its code on sponsorship, which bans product placement. Now, the publishing trade body, the Periodical Publishers Association, is lobbying for change. "TV companies can launch magazines spun off from programmes without restriction. But magazine publishers cannot fairly compete," the PPA's chief executive, Ian Locks, explains. "Why shouldn't there be a programme developed from Nature magazine or Gardener's World? It is a publisher's right to use its intellectual property as it sees fit but we are prevented from doing so."

Loaded's publisher, IPC, which also publishes Marie Claire, is just one company that harbours TV ambitions. "We've had tentative discussions with a number of producers making shows aimed at this market, as have other magazines within the group. It's early days. But we're interested," an IPC insider confirms. Granada is also said to favour the move. It launches eight "special interest" satellite channels this autumn including health and beauty, home and garden, food and wine and men and motoring. The broadcaster is eager to work closely with publishers, sharing expertise and - surprise, surprise - development costs.

The ITC will publish a discussion paper detailing proposed changes to the sponsorship code in the next few weeks. "If we don't get satisfaction, we will go to the Office of Fair Trading or the Monopolies and Mergers Commission," Locks adds.

Blah Blah Blah is the latest title to join the teeming ranks of music and youth lifestyle magazines. "MTV in print", proclaim the fly-posters and small wonder: it's jointly backed by MTV Europe and, like its TV uncle, it's both trendy and ever so slightly passe.

With articles at right angles to the page and fonts akimbo, issue one features "Don't look back in angora" - an interview with Fluffy; on holiday with the Prodigy; Blur frontman Damon Albarn chatting over a pint - or three - with Irvine (Trainspotting) Walsh; and the full story of the K Foundation.

Richard Benson, editor of The Face, says: "Undoubtedly, people will say it's impenetrable and difficult." But, he adds: "Because so many people are now chasing the `underground' market they are willing to be sold something impenetrable and difficult. Advertisers will go in ... because they are scared of it."

Blah Blah Blah, out now, pounds 2.50

"Life with style" is the subtitle of Dempster's, the new monthly glossy that takes its name from the gossip columnist Nigel Dempster. "Not just a magazine, but a different magazine," issue one's editorial gushingly declares.

Shame, then, about the lack of exclusives: we learn that Camilla Parker- Bowles's ex-husband believes "Camilla will never marry Charles"; Tara Palmer-Tonkinson is "London's greatest heartbreaker"; Bob Geldof is "furious" about Paula's divorce petition and Ken & Em are no more. Surprised? You will be when you see the almost unrecognisable picture of a wistful Ms Thompson on the launch issue's cover, already mistaken by some as Mr Dempster himself.

IPC Magazines' group ad sales director Georgina Grace is brisk: "It sounds like an Eighties wine bar, and looks like an in-flight magazine." Dempster's, out now, pounds 2.40.