Friday, August 15, 2008
'Anthony Gibson-Watt, buying director at media agency Zed Media....' I love that line. In a novel it would sound forced, too much worn-on-the-sleeve research and calculation (especially in that aristo surname), but in Guardian Media it could not be more at home. Anyway, AGW, as he is known by his embittered underlings ( I am making this bit up), says 'I don't think there are many blokes who would be happy to read Zoo or Nuts on public transport.' For delicately-souled readers of Thought Experiments, I should explain these are 'lads' mags' and AGW is trying to explain the huge decline in this market sector. Some say the drooling, smelly imbecile implied by these mags is no longer a viable male role model - surely not! Others say the drooling smellies find the internet less stressful than a trip to the newsagent. Yet more others believe the mags were just a flash in the pan, novelty products. I don't know what I believe. But I do think the mags were expressions of failure. In The War Between Men and Women the drooling smellies were the male response to rampant feminism. Basically, it was an 'okay, you win' posture. Does the decline of the mags mean men are now ready to get up off their knees? Unlikely.
Posted by Bryan Appleyard at 7:34 am