OPINION: Wallpaper is on the right Line

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 commodity.

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

commodity.



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.