The idea is to have a stablemate for Grazia but to target the men's market and for once, I'm delighted to say, it's not packed out with scantily clad women whose dad I'm old enough to be, nor does it assume that if I'm a bloke I must be interested in football. (Fans are certainly catered for, I know I'm in a minority here, but it's good that there's plenty of other stuff).
It's well written for people like me who aren't alienated by youth culture but who don't see any reason to wallow in it. There's stuff on current events, style, James Bond films and whether the current hiaitus involving MGM will mean the non-return of Daniel Craig (my own tip is that if they don't get on and make a movie they're going to find nobody cares who's Bond any more), business pages, money advice...
I'd suggest this is a publication aimed precisely at the readers of this blog with only a few glitches - a must-have coat featured on the cover which costs £1500 is more of a can't-have coat for most of us, and for me Lemmy the Life Coach reads like an imitation of the Sunday Times advice column with Ozzy Osborne.
But a great start. The publishers, Bauer, are hoping to make this weekly next year. You can get a copy of the pilot issue from the website here.