Okay, so the phrase ’thinking outside the box’ may be more
hackneyed than a black cab but, every so often, someone proves that the
term has a meaning and that original thought is still a priceless
The strangely named (I know I’m in pots and kettles territory here)
Tyler Brule, who gave us Wallpaper, and his impressive commercial team
have done it again with Line, their sports magazine.
Doubtless the sceptics will wonder whether it will pull in the audience
it needs but it certainly deserves to. The Time team have identified a
genuine niche, and a highly profitable one at that. And they have
produced a highly desirable and aspirational read, in which the ads
complement the product perfectly.
Men’s Health publisher Rodale could have spotted this niche. Conde Nast,
which tried to capture the sporty spender with GQ Active, should have
produced this title. Brule has shown the way forward.