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The first few issues took a bit of getting use to and were the same as many other magazines, but the latest edition - November is the best to date. A great range of interesting articles - footy hooligans, ollie read, Kray gangsters, John Simm, the film Scum .... A great read including the pictures - good selection again - not too many adverts which is good but you give off a bit of a whiff if you open all after-shave samples contained within - Good free gift this month aswell.
Gary Bushell. There is no excuse in the world good enough for putting Gary Bushell in any magazine. Much less this one. But there is the grinning, misanthropic bigot, gurning from the pages of the my favourite mens magazine. Luckily it's a blip, as they get an unusual 'celeb' to help do the personal problems page each month, with the more sensible advice from their own agony uncle. On a more interesting note, there's good regular articles on food (Drunk Chef being very good), health and fashion. Though I always skip the fashion segements of any mens magazine because I can never afford the clothes, or want to wear them. You get a good selection of articles, though they seem to have a taste for ones about ex-criminals, and the obligatory phot shoot with a starlet. Though they always seem to be more sexy than slutty (see Loaded for the latter). And they try to actually interview the lady as well, which makes a change. Basically, it's a mens magazine. It's just well produced, aimed a good foot higher than gutter level but keeps a decent sense of humour about itself. Result.
Introduced last year this mens magazine certainly runs among the top titles available in the newsagents today and with so little time to establish itself it gets right to the point of point todays man in the right direction. Again its the lure of women on the front cover that grabs the attention and its low advert content that helps this get the nod every month. Its launch last year came with free gifts adorning its glossy cover such as a bottle opener (always at useful) and a spectacle case not to mention free CD's. The content follows that of more established mens mags which is now a well worked system.
This dull offering from IPC has absolutely no outstanding qualities whatsoever. The format is tired, exhausted even, and consists of a couple of features on some female celebrities, some "how to" practical guides yawn zzzzzzzzzzzzzz. It could be any men's title, it has no particular voice of it's own, despite the fact that it's supposed to be Loaded for more adult men. This magazine actually contained a practical guide on shaving in one of the early issues and it's supposed to be aimed at guys in their late twenties. If you haven't figured out how to shave by this age then you probably can't read either, so there's no point in buying this depressing excercise in market clawing. There was no need demand for this title before it's launch, just as there will be no demand for it after its inevitable closure. IPC just wanted to launch a men's mag because Loaded was a bit stale and they didn't want to get left behind by the other publishing houses, and this is what they managed to come up with. Good work fellas. According to the brand profile (yuk) in IPC's website, this title "takes a muture slook at the things that interest men, embracing the enduring message that settling down can be fun." Pretty much says it all really. I'd rather be dead than associate myself with anything as incomprehensibly naff as this. The design is bordering on the non-existant, the editorial is like taking a tamazepam and the overall photography standard is interchangeable with Esq, GQ and all the rest of them. Save yourself the trouble and spend your money on a pot of paint. Then apply it to a nearby wall. Then sit and observe the way it dries. This is far more exciting than reading this sorry excuse of a magazine. UPDATE: just heard it's closing. And not a moment too soon.....