My first impression of Deluxe, before I even opened it, was that it
looks and feels like quality - you sense you are getting value for money
coupled with the authority of Time Out.
Deluxe gives ’real’ men (that’s ’real’ meaning ’somewhere in the middle’
rather than macho) something to read. Editorially, it’s a varied and
successful combination of the amusing, the topical and the informative,
packaged in a reader-friendly format.
If you like music, you’ve come to the right place. The contents page has
divided everything into subject areas. Deluxe hedges its bets as to the
musical preferences of its readers, juxtaposing the likes of
Spiritualized, Tori Amos, Cornershop and Montell Jordan.
For the more ambitious male, there’s a foodie bit outlining suitable
menus for different occasions, including a ’seduction menu’ to ’knock
’em dead’. Hmmm, not exactly what I had in mind. However, not all the
articles are about the more basic appetites of men. An intelligent
article about drug wars helps keep Deluxe slightly ahead of the
The back pages are devoted to a ’news digest’ with some inexplicable
items such as ’Stephen Hawking quits Radiohead’.
The content is well written by a team of established journalists. The
illustrations are interesting - not your usual run-of-the-mill magazine
pictures - and Deluxe boasts an illustrator of the month which suggests
each issue might have a slightly different look.
With its matt finish, Deluxe is the opposite of a glossy. It feels less
smug than some of its rivals and has a more realistic hold on the
lifestyle of the 90s man. Deluxe is FHM meets High Fidelity.
Giles Howard is the sales director of Classic FM.