Jo Flynn discovers that B’s bland cover disguises the magazine’s
B magazine arrived on my desk and the front cover reminded me so much of
an inflight magazine that I expected to be confronted with pages of duty
free and the offer of a British Midland watch.
I can, however, understand the look B is trying to create. A young Cosmo
sprang to mind. I felt the minimalist front cover used the wrong choice
of model - she’s pretty but she didn’t present the more dynamic,
in-your-face attitude I was expecting.
New, Fresh, Bold, Smart and Fantastic it isn’t. It is, however, packed
(so much so that you’re left feeling rather exhausted) with plenty of
Apart from a feature on Drew Barrymore, others include an interview with
Jack Davenport, alias Miles (the one everyone fancies) in BBC2’s This
Life, a piece entitled ’everyone does it’ about masturbation, an ’I had
a threesome’ interview plus pages of fashion, gossip, travel, advice,
cookery, a questionnaire, a ’men confess’ page and more - see what I
mean when I say it’s exhausting?
Many of the features are interesting and witty. The fashion was
encouraging as it showed cheaper, middling and expensive options for the
B’s layout is a godsend for advertisers. A well art directed ad will
positively jump off the page as the layout of the articles is text
The headlines are juicy but I couldn’t be bothered to wade though the
endless unappealing looking type.
B has potential. The target market is 19- to 24-year-olds and,
although I’m 24 and wouldn’t go out and buy it, I would probably read it
cover to cover at the dentist.
Overall, B- rather than a B+.