Charlie Dobres feels MTV’s magazine launch is more than filled with
The ultimate in niche marketing? Blah Blah Blah has to be the first
magazine designed especially for the contemporary music fan who spends a
lot of time on public transport at peak times.
If you don’t believe me, just take a copy of Blah and stand on a rush-
hour bus or train. Use one hand to hold the handrail and the other to
hold your magazine. Let the magazine hang down in front of your face.
You will now appreciate how clever the publishers have been to lay out
so many of the articles at right angles to the page. I can see no other
Actually, it’s not just the bizarre page layouts that left me dazed and
confused. As the style magazine off-shoot of MTV, Blah is obsessed with
the snowboarding, post-grunge generation. In fact, it’s your worst
evening in a club.
It’s that bloke who spends all night spouting off in your ear with
facial contortions clearly meant to communicate the sheer profundity of
what he is saying. The only problem being that the background music is
so damn loud that you haven’t a clue what he’s said. Truly, this
magazine has cornered the UK market in pretentiousness - NME may have to
Content wise it covers the coolest (?) bands around, with a bit of
fashion for good measure. There is an excellent article on Damon Albarn
meeting the cult trainspotter, Irvine Welsh. More exclusives like this,
and Blah may yet pull itself from the guard’s van into the vanguard of
Is it worth a read? Well, as Denis Norden might say, if you’re one of
those people who thinks that Foo Fighters are anti-social guests at a
Chinese restaurant then Blah is probably not for you.
Charlie Dobres is responsible for new-media client services at Lowe