MEDIA: ADRENALIN - AN EXPERT’S VIEW/A new sports magazine is not for the faint-hearted. Tim Kirkman investigates

Adrenalin is defined in the dictionary as ’a hormone secreted by the adrenal glands, effecting circulation and muscular action, and causing excitement and stimulation’.

Adrenalin is defined in the dictionary as ’a hormone secreted by

the adrenal glands, effecting circulation and muscular action, and

causing excitement and stimulation’.



Win a Toyota Rav 4 with all the accessories - I am struggling to make

the brand associations. The cover of the first issue of Adrenalin

promises an eclectic mix of excitement and stimulation for the everyday

adrenalin junkie. It offers life-threatening concepts ranging from the

sublime to the ridiculous - paragliding, sky surfing,

turbo-nutter-bastard motorbikes.



And, if you have not killed yourself by now, it shows some of the most

outrageous surfing ever conceived.



But how can a magazine be so cruel in coming up with loads of different

ways of inflicting personal bodily harm without offering enough

information so we can try it for ourselves? This is a hedonist’s ideal

of everything a boy should do before hanging up his spurs and settling

down to breed.



At present, the advertising seems to have been kept to a minimum,

probably due to a lack of awareness within the advertising industry of

the magazine’s launch. The brands that have taken up this new

opportunity show a style completely in tune with the title, adding to

the overall effect of the magazine.



I hope this title can survive on what is likely to be a potentially

small circulation base and that it will continue to find activities

completely beyond the norm for hardened adrenalin addicts to take

advantage of.



I’ve jumped out of the plane, bought the bike, I don’t want to run up a

sand-dune, but what I do want to know is how I can get to do the

ice-yachting? (Or, if not, how about a ride in a Rav 4?).



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