Although "gutter press" seems perfect as well. It is referred to the people who, in order to sell, makes use (and abuse) of sensationalism. Instead of giving pure and objective information, they "sell shock".
Hope it helps!

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Note added at 16 mins (2013-09-20 13:54:40 GMT)
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Perdón, agrego enlace en español que me había faltado: http://es.wikipedia.org/wiki/Prensa_amarilla

Another name used to describe them....

from Word Reference:

tabloid /ˈtæblɔɪd/ n

a newspaper with pages about 30 cm (12 inches) by 40 cm (16 inches), usually characterized by an emphasis on photographs and a concise and often sensational style
(modifier) designed to appeal to a mass audience or readership; sensationalist: the tabloid press, tabloid television

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Note added at 3 hrs (2013-09-20 17:37:58 GMT)
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Please note this reference:

http://en.wikipedia.org/wiki/Tabloid_journalism

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Note added at 5 hrs (2013-09-20 19:17:19 GMT)
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"Tabloid press" is a "more general term", as it relates to yellow journalism, not necessarily specific to celebrities.

Another Spanish term, used at least in México, is "nota roja", which refers to yellow journalism that focuses on crime and gore.

Check out google images for "tabloid press":

https://www.google.com/search?q=tabloid press&client=firefox...

I agree that "household magazines" is not bad, but a lot of these magazines are more often found on the beach, bus, hair salon and dentist's office than in people's homes. Since the subject is fruit, I have a hunch that the writer is referring to magazines that feature fruit and fruit products in articles and columns - every kind of mainstream glossy magazine (another possibility) that cover healthy cooking, fashion, celebrities, lifestyle etc.

This seems to be an umbrella term for magazines that aren't out-and-out crap. For example:
"Under a scenario outlined by The New York Times, Time Warner and Meredith would set up a joint venture of soft news magazines targeted to women, such as People and Better Homes and Gardens, a Meredith title that earned more than $775 million in ad revenue last year. Meredith is especially keen on Time Warner titles that appeal to a female audience, such as In Style ($435 million in ad revenue) and Real Simple ($242 million)."Why women? Advertisers want to target their messages to as specific a demographic as possible. That's great news for publishers such as Meredith, which calls itself "the leading media and marketing company serving American women.

The losers wind up being general-interest titles targeted wide audiences.
That may explain why Time Warner, whose roots in the magazine business date back to Time magazine's start in 1922, is retaining hard news titles such as Time, Sports Illustrated and Fortune, according to Bloomberg News. Even sports attracts a diverse audience. A 2011 eMarketer survey found that 50% of the women who responded identified themselves as a sports fan."
http://money.msn.com/now/people-magazine-in-play-in-time-war...

This article also mentions "general interest" magazines, but that sounds a bit wishy-washy to me.

As I've never heard of "revistas amarillas," I'd suggest asking the client for some sample titles of this category of magazine. I did find "Se burlan desde la quinta pared, ventana vieja con olor a rancio, se ríen de los enemigos de turno y yo me largo a reír a carcajadas cuando leo el chisme inventado en las revistas amarillas, "blef" que será devorado en pocos días por el siguiente invento o rumor" in an Argentinian blog (which seems to indicate celebrity rags, but that clearly doesn't fit here). The writer might even be refering to free publications such as the glossy magazine El Corte Inglés gives away in its supermarket and sends to store credit card holders that features lists of products for sale spiced with recipes and soft health articles. I'd query this one. Good luck!

In this context the term 'revistas amarillas' refers to publications that aim to elicit high interest with exiting or shocking stories regardless of accuracy or veracity.