That’s right GQ, I’m talking to you. You pay upwards of four quid for a magazine and then have to plough through 25 pages of adverts before even hitting the contents page.
I don’t even know why advertisers bother to take out the ads – don’t they know the readers just rattle through those pages without even glancing at the product they’re trying to sell us? We didn’t buy the magazine to look at some man in his pants spraying on aftershave.
I recently read Mode for the first time, a men’s fashion magazine from the makers of Shortlist which is given away free at London Underground stations on a Tuesday. It’s predominantly adverts. It’s dull. And again the first 20 pages features nothing but a contents page.
If you have to make money through advertising can’t you at least spread the adverts out a bit? Have them litter the whole magazine intermittendly, rather than firing them all at us the minute we open your publication? At least then it might not feel quite as irritated as we currently do when leafing through your rag.