ZM - what a terrible name. It stands for ’Zest for Men’. According
to the publisher, it’s aimed at a man who’s in his early 30s, is in a
long-term relationship, has chosen his career and needs advice on work,
financial and emotional issues.
Well, I’m thirtysomething, in a long-term relationship and could use
some advice on work, financial and emotional issues. So what will ZM
tell me? And will it make me want to buy it again?
On fitness, it’s not bad, although some of the exercise descriptions
were like an emergency chart in the back-seat pocket of an eastern
European aeroplane. No insight into getting rid of that excess flab.
However, the advice on relationships and sex was unbelievable.
’Do you still turn her on?’ was written as if thirtysomethings were
completely stupid with no idea of how to interact with other humans.
Then came the sublime article, ’Six secret places she wants you to
touch.’ Our reader, according to this advice, is still in the pub saying
he got a bit of tit but didn’t get into her pants!
This advice was followed by a timely ’how to detox your body’ feature
But the article was wasted on this reader who is so into his career that
he spends the weekend eating brown rice and drinking one-and-a-half
litres of water to stay fresh for the week ahead.
Finally, the finance section - what a joke! Ask yourself, do you need to
know how to change bank accounts with advice like ’write or phone your
bank manager and tell them you are changing your standing orders’?
I do believe that there is a market for another men’s magazine aimed at
this consumer - but ZM just simply isn’t it.