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