MEDIA: ESCAPE: An expert’s view

Patrick Morrison looks to the future with Escape, a magazine for ‘real blokes’

Patrick Morrison looks to the future with Escape, a magazine for ‘real


Escape is a heady cocktail of the Net and home-oriented software with

the ‘bloke editorial’ spin originally brought to the market by Loaded.

Escape’s writers deal in straight nerd, which is becoming quite edgy, if

not actually cool, as people push back the technological frontiers.

The entertainment business is grabbing all opportunities for early

involvement. It happens that the first business to crack the Net

commercially is the most highly scrutinised and controlled in

conventional channels - pornography. Escape does advise on the front

cover that it is ‘not suitable for under-18s’, but I’m pretty sure it

should be on the top shelf. Live e-mail prostitution is the big cash

earner. According to an Escape article, ‘Birds on the Wire’, even the

worst cyber sex club earns dollars 17- to dollars 18,000 per week.

Techno porn will always be ahead of the regulators but, as other

entertainment business variants develop on the Net, you can expect

porn’s dominance to decline. Escape, therefore, will broaden its

repertoire of coverage as the Net turns into the ultimate 21st-century


Escape is not alone in its definition of a gap on the magazine shelf

between the style press, games press and PC magazines. Most style press

titles provide superficial coverage of electronic entertainment. T3,

which went on sale two weeks ago, sold at twice the rate the publishers


Escape will be commercially successful as its positioning makes it more

intriguing than a conventional games title.

Patrick Morrison is the head of strategic planning at Manning Gottlieb

Media and head of the Sony Playstation account


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