Yes, I'm a new dad and self-confessed kid bore - isn't everyone with their first child? All babies look like Winston Churchill when they're born, but we're convinced they are the most exquisite things we've ever seen. I was therefore interested in a new magazine that's just come out, Dad. I mean, who's ever considered us dads before? It's always been Mother & Baby and Bumps & Babies.
It seems to make sense to have a magazine dedicated to my new obsession and I liked the fact they'd resisted the temptation to call it something tricksy - What Child? or Fatherhood Today may have not have been quite so alluring.
So what about the magazine? Well, it's beautifully produced (if a little thin), well-written and had a fair few articles that caught my eye, especially the kid kit article that showcased everything from hi-tech cameras to nappy stackers. And with two little blighters "performing" several times a day, it's sad but true that I was genuinely interested. There was also the "Are you ready to be a father?" quiz (I failed miserably) and, of course, the interview with "Britain's favourite dad", Mr Beckham. Dad is, apparently, going to be published bi-annually, which I think is probably a good call as finding sufficient compelling material more frequently could prove tough.
From an advertiser's point of view, it seems to make sense. A clearly defined target audience, linked attitudinally and, I suspect, demographically.
So for advertisers such as Land Rover, which is attempting to sweeten the bitter pill of dumping the two-door convertible for something a little more "sensible", it will be a hard-working environment. Similarly for Sony - a ready excuse to upgrade your electrical equipment being one of the hidden thrills of parenthood.
So, overall, a pretty good read that addresses a topic those other men's mags don't even attempt to cover. I was particularly impressed that they even managed to get the lads' mags stalwart of a naked "totty shot" in, even if it was rather worthily dressed up in an advice column from a midwife.
There is, however, one slight hitch with the whole premise - since we've had the babies I rarely get a minute to pick up magazines. Ah well ... did I mention that the girls are now crawling. What on earth will I do when they're walking?
When not on "dad duty", Andrew McGuinness finds time to be the chief executive of TBWA/London.
Frequency: Twice yearly
Cover price: £2 (also available free from ante-natal clinics)
Initial print run: 145,000 (rising to 300,000 for the spring 2004 issue)
Full-page colour ad rate: £5,000
Advertisers include: Land Rover, Dolce & Gabbana Junior, Armani Kids,