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| -Short Attention Span Theater- | |
| A new magazine for U.S. soldiers | |
| 2003-08-16 | |
| Drill geared toward âmen who serveâ, but published by UK firm âFor men who serveâ proclaims the strapline, above a photo of the scantily clad supermodel Victoria Pratt, decked out in olive drab denim shirt and a camouflage bra. Inside, youâll find features on what itâs like to be a brain surgeon, martial arts, sex tips from Sergeant Rock, and a list of the 50 dumbest moments in rock ânâ roll history. The style is Loaded meets Soldier of Fortune. This is the new magazine for the U.S. military. And itâs straight from the UK. DRILL WILL COME OUT this November, to be sold bi-monthly on newsstands for $3.25 in U.S. military bases and wherever U.S. forces may be sent. The men who serve might be surprised to know, however, that the publisher is John Brown Citrus Publishing, the British customer magazine specialist. For Simon Chappell, president of John Brown Publishing Inc, the companyâs U.S. division, thereâs little to be surprised about: âThe UK is way ahead of the U.S. in customer publishing. The quality of the creative in the U.S. is far behind.â JBCP was introduced to the deal through links with two U.S. entrepreneurs, whom Chappell declines to name. With an editorial team fresh from Maxim, Arena, Stuff and FHM, the style is definitely boyâs own. But what about the women, estimated to make up about 15 percent of U.S. active military personnel? Chappell shoots the question down: âIf this were a free magazine given out by the government, yes, it would be for women too. But we have chosen to target men, without alienating women.â As the company proclaims, active duty personnel in the U.S. military earn more than $43.7 billion a year, and their subsidized food and housing keeps their disposable income relatively high. The list of advertisers includes Ralph Lauren, Calvin Klein, Coors, Coca-Cola and Timex, paying between $3,000 for a quarter-page ad and $17,000 for a spread. Whatâs most striking about the magazine, though, is the sheer gall of the style â irreverent, adrenaline-rushed, irony-soaked, choked with military jargon. In fact, you canât shake off the suspicion that it might all be an elaborate piss-take, not so much celebrating the men who serve, as sniggering at them.
Since we havenât seen it — and reportage & PR are notoriously riddled with bullshit — we canât be sure... But it certainly sounds like a fucking ripoff from an egomaniacal asshat. I think his numbers are bogus and FHM, Maxim, and Stuff? Hmmm, the "editorial" theme sounds very simplistic. Whatâs most remarkable about US forces, besides their fighting abilities, is how well educated and sophisticated many of the troopers are... From the article, it seems this wanker thinks theyâre all bumpkins with a woodie. Hey, maybe itâll be a hit and the story misses the mark. Of course, if I was this dink Chappell, Iâd make sure I stayed away from the BX while the juryâs out. Far away. At least 2500 yds, in fact. | |
| Posted by:.com |
| #1 Gee...just saw FHM, Maxim, and Stuff in the mag rack in the BX yesterday, along with Playboy. Though, I haven't seen Penthouse there in years. They did a morality sweep a couple of years back. However, for you youngun's, back in the o'70's & 80's, the independent OverSeas Weekly competed with the Stars & Stripes. It was commonly referred to as the Oversized weekly particularly for illustrations. The OW also had an attitude which are more in line with the line troops than S&S and without question it didn't censor its commentary. The Army had their own internal PR print known as Soldiers, which in the non-PC days featured a comely young lady in the back cover. Then the (in)famous Women in the Military issue of Playboy hit the stands. The Army IG advised that the service had compromised its ability to prosecute the young soldier who posed because of its own pub. So the pin-ups disappeared. Chappell's big problem is that anyone in longer than an initial tour has a very well tuned BS meter. That applies to external was well as internal, in service, stimulation. This isn't the Vietnam era draft Army. The attitude will sink really quick if the troops get the idea that they are being mocked. From a marketing point thought, if the exchange is already carrying FHM, Maxim, etc, as well as SOF, what the hell can he really offer that's significantly different? |
| Posted by: Don 2003-8-16 8:58:30 AM |