DELUXE: AN EXPERT’S VIEW: Deluxe has a good grasp of what ’real 90s men’ want to read, GILES HOWARD says

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.

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

pack.



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.



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