Fate Magazine

FATE magazine is a free publication which can be found on the counters of pretty much every takeaway, corner shop or pub in Belfast. Most of the time I’ll pick it up purely because its there and not bother even to read it. But when I do, I always find something interesting. I think it’s best used to learn about upcoming events that might tickle your fancy. The articles can be quite dull and 70% are just big glorified adverts which don’t attempt to hide their aims very well.

Fate, and other mags of that ilk, are the kind of thing I pick up in a pub if I’m bored, or the person I’m meeting is running late. I’d never think «ooh! Must pick up the latest issue!», but maybe that’s what happens to all freely distributed magazines. Maybe you’re just supposed to stumble across them.
Anyway, that’s not important. What is important is that Fate’s content just isn’t that interesting. I don’t mind that every other page is an ad — that’s how publishing works — but the magazine as a whole just seems to be a paper exercise in selling advertising space.
The fashion does nothing for me (I’d rather pay for a proper fashion magazine than just read a directory of Belfast shops) and the features are… well…forgettable I guess, since I can’t really recall any right now!

It is what it is, lots and lots of well designed pages comprised of oodles of promotions, advertising and advertorial journalism, (a beast I’ve yet to tackle thank god)
The magazine is a bit garish an and brash and a little hectic but essentially what it does is provide solid advertising for the many bars and eateries in the city.
The interviews and features are a little bit of a lame duck but the offers you find within are often fantastic (pint and a meal at the John Hewitt bar for £5? Yes)
It’s free so you can literally either take it or leave it. If you’re sitting in a pub and waiting for a friend it’s fine to browse the pages looking for something vaguely interesting.

Fate is not one of my preferred free mags. Gosh, never thought I’d hear the day I said that. But it really shows the high standard of these types of glossies, which has really risen sharply in the past couple of years. Fate isn’t as easy to follow as some of the others, nor is it as interesting, and its pages are mainly a nod to some kind of advertisement. However, I have somewhat enjoyed the two latest editions for a couple of reasons:
a) June’s edition was packed full of Graduation dinner tips, ads and recommendations. Ok, so I ended up not actually going anywhere (evening graduation is to blame for that one), but it was useful and concise and would definitely have benefited those looking for a suitable restaurant in which to celebrate.
b) There are a ton of vouchers plonked right in the middle of the July /​August edition — everything from a complimentary Kopparberg (Strawberry and Lime flavour) in Botanic Inns when you buy a pear Kopparberg, to free entry to Touch night club. Oooooh bargains.
I haven’t totally written Fate off yet.

I find these kind of mags really, really boring. They’re choc-​a-​bloc with airbrain content that’s suppose to appeal to ‘the masses’ and drive advertising revenues as a result (another thing it’s choc-​a-​bloc with, useless and non-​targeted ads). Very little thought seems to go into it each issue with much of the content seeming to be cut and pasted from the internet. It just seems to be a half-​assed attempt to make money without actually putting the time and effort in to filling a gap in the market or creating something people want. #fail

This is actually an advertising vehicle dressed up as a little glossy mag. But, hey it’s free and it is glossy, so what’s not to like? It’s a dinky handbag size publication which is totally professionally produced and I think it looks pretty darn good, despite its shameless plugs for various businesses.
There are plenty of full page ads for upmarket clothes shops and the kind of bathroom and kitchen showrooms which set the husband’s nerves on edge just by driving past. There are also lots of photos of various glam people at various glam events like fashion shows and race days.
I particularly like the fashion pages which are genuinely well styled and good for ideas. As this is a local publication, you can be sure that all the clothes can be bought locally which is an improvement on some of the national glossies.
The problem page is interesting too as it’s written by an ex Miss Northern Ireland which presumably is an excellent qualification to give people advice on life’s little problems.
Unlike some of the big glossies, there’s actually plenty to read in Fate (60 seconds with… is another good one) so my advice is if you see a copy, snaffle it and enjoy