So what are we to make of Jane Johnson's appointment as deputy editor of the News of the World? First, importantly, is her gender. (There are too few women at senior level in the NoW). Second, even more importantly, is her talent for divining what women want to read and translating that into appealing editorial content.
She has enjoyed terrific success with Closer magazine, having built the title from launch in 2002 to a market-leading sale of 614,000. Her formula has been deceptively simple: a mixture of real-life tales, celebrity tittle-tattle, paparazzi pictures and lengthy TV listings. But, of course, it's the energy and excitement that she brings to the content that really counts. Johnson once said her aim was to "beat the newspapers at their own game", and her new job suggests she has achieved it.
The News of the World's new editor, Colin Myler, clearly believes that her skills in attracting women readers will help to revitalise his paper and therefore halt the worrying sales rot. The NoW has been suffering from a lengthy circulation decline. It sold an average of 3,270,000 copies at the last count, but that was almost 7% fewer than a year ago.
With far fewer resources, the Sunday Mirror - though miles behind at 1,377,000 - is doing a little better. Its other rival, The People, is in an altogether worse state with sales of 730,000.
Johnson knows the market well, having previously been women's editor at the Sunday Mirror. But can she make a positive difference? There is no doubt that the News of the World has become tired and predictable. It desperately needs refreshment. If she gets enough of a chance, she may well make it livelier. Perhaps the paper will even transmogrify into a more of a magazine, much saucier and altogether less sordid.
On the other hand, it's a big ask to turn the ship around. The popular Sunday market is declining faster than any other national newsprint sector. If Johnson repeats her Closer success she will surely end up in the editor's chair.
