Wednesday, February 05, 2003

My demographic has been filled! New magazine Word seems designed for me, as though someone has said, "Hmm... David's got a lot of time on his hands right now, let's give him something to read."

The cover star for the first issue of Word is Nick Cave. Straplines trumpet: "We set the world to rights with Neil Tennant, sleep over at John Peel's, learn to script Eastenders, flirt with Clare Grogan and Kim Wilde... and tell you how old everyone is. Plus 40 pages of the best reviews: Nick Hornby, Missy Elliott, Dave Eggers."

How could I resist? On first look, the magazine appears to be from the stable that brings us Q - the design is similar, and the editor is Mark Ellen. In the editorial, however, Ellen says the mag is an independent labour of love, put together by a small team in an insalubrious area of Islington. "Everything in this first issue is here because we want to read it," he says, "We haven't market-researched the concept."

Now that I've started reading it, I can't help feeling it's a bit Sunday supplement, a bit Midweek, a bit like a transcript of an episode of "I Love The...". Indeed, the last page contains a quiz called "Did You Love 1979"?

But, yes, I did. Throughout, the subject matter is very me - Shazam and CDDB; the charts; mixtapes; Fopp Records; Julie Christie; 31 Songs; and some rather nice earphones. They may not have market-researched it, but they have targeted my 30-40-something demographic perfectly - I'll be buying Word again.

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