Despite what you are about to read, I really wanted to like Limb by
I’d like to think I am in its target market (’young urban thinker,’
apparently), I always got on well with its editor, Jasper Gibson, when
we were at university together, and the prospect of a new vehicle that
reaches a difficult bunch is always welcome.
The aim of Limb is to place itself apart from the rest of the men’s
magazine market by giving us a ’definitive report on the state of modern
Britain’ and ’something to read rather than to flick through’.
Sitting reading Limb on the tube, the title itself had the entire
carriage looking at me strangely. You could see them marvelling at how
real my legs looked.
But Limb is a hotchpotch of pretentious editorial, odd pictures and
unreadable text. ’So what?’ I hear you cry, ’i-D, Dazed and Confused and
The Face have done that for years.’ My point exactly.
It tries so hard to be visually different from the core lads’ mags such
as FHM and Maxim but it ends up a pale imitation of the more leftfield
titles in the market. With a cover price of pounds 2.40, only 10p less
than The Face, I cannot see why anyone would choose Limb over its more
To be fair, some of the subjects covered in the launch issue were
actually quite interesting and incorporated an Esquire/GQ type of
selection. What irks is the lack of journalistic sophistication and
overly shoddy repro, or is that supposed to be part of the irony,
I got the feeling that parts of the mag had been copied straight from
the internet. For example, a regular feature is an obituary column that
satirises Hello!, wittily called ’Goodbye!’. I see what you’ve done
there, brilliant. Other parts were so far up their own arse I could
practically hear tonsils being tickled.
As the men’s market matures, current readers and advertisers are looking
for the next big thing. Limb has a few major issues to address if it is
going to become that option. Otherwise, no-one will buy it - apart from
the editor’s old university chums, of course.
Publisher: Speakeasy Media
Cover Price: pounds 2.40
Print run: 25,000
Ad rates full-page colour: pounds 5,500
Full-page mono: pounds 1,850
Advertisers include: Ikon footwear, lastminute.com, Peter Werth, Circus