MEDIA: LINE - AN EXPERT’S VIEW. Line is more about getting the gear than doing a real sport, Pru Parkinson finds

As I sprawled in my living room on Sunday evening surrounded by the debris of another weekend’s frantic non-stop activity, I took one look at the cover of Line and realised that it was so serious about sport with its cutting-edge style that you could sever your fingers on it.

As I sprawled in my living room on Sunday evening surrounded by the

debris of another weekend’s frantic non-stop activity, I took one look

at the cover of Line and realised that it was so serious about sport

with its cutting-edge style that you could sever your fingers on it.



Line promises its readers that it will be ’committed to improving your

performance and ensuring you look better participating in your chosen

pursuit’, and therein lies the clue.



I lost count of how many sports Line dipped in and out of in its 200 or

so beautifully crafted pages. The common theme was expensive gizmos and

fancy footwear and not a single genuine performance tip in sight.



I found the juxtapositioning of a dollars 900 luge base suit two pages

away from a Prada ad particularly confusing.



If you are a single-season sports fiend, wooed by tantalising kit from

one sport to another (and let’s face it we can all be guilty of that),

then Line is the magazine for you. You probably have a garage full of

redundant gear, roughly equal in value to the size of your

overdraft.



The magazine will not only ensure that you have the most stylish cycling

helmet, it will provide you with endless inspiration for new sports to

try. It will also furnish you with a sufficient clutch of technical

buzzwords which you can impress the completely uninitiated with.



However, if you have more than a passing interest in sport and your kit

is likely to have to encounter such dangers as mud and, god forbid,

sweat, you may well want to look elsewhere for your product tests. We

will probably all be using some of the superb products featured in Line,

but before re-mortgaging my house to buy any of them I, for one, want to

know how they performed when put through their paces in the rain rather

than just investigating whether they are suitable with this season’s

colours.



Line is no more than a beautifully put together fashion magazine. It is

to sport what Gucci is to diving fins (featured on page 68) - overpriced

and guaranteed to make you look ridiculous in front of anyone who

actually participates.





Publisher: Time Life Entertainment Group Frequency Quarterly



Cover price: pounds 3



Target circulation: 100,000



Ad rate full-page colour: pounds 7,500



Advertisers include: Adidas, Nike, Banana Republic, Gucci, Prada,

Absolut Vodka.



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