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Diary: Apprentices' mags fail

The people behind The Apprentice are now delving into the world of media planning and buying. Press buyers at MediaCom, Maxus and Carat made star turns in the latest episode, which got the teams to create a new magazine. The result: a title aimed at the over- 50s - Hip Replacement. The team's claim that it was meant to be ironic did not seem to convince.

Their opponents decided to go for a lads' mag called Covered, which showed a bikini-clad female holding a tool kit. The judges Dominic Williams, Claudine Collins and Lindsay Pattison appeared to be suitably unimpressed.

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