MEDIA: ZM - AN EXPERT’S VIEW: Mike Anderson epitomises ZM’s target reader. But was he won over by its content?

ZM - what a terrible name. It stands for ’Zest for Men’. According to the publisher, it’s aimed at a man who’s in his early 30s, is in a long-term relationship, has chosen his career and needs advice on work, financial and emotional issues.

ZM - what a terrible name. It stands for ’Zest for Men’. According

to the publisher, it’s aimed at a man who’s in his early 30s, is in a

long-term relationship, has chosen his career and needs advice on work,

financial and emotional issues.



Well, I’m thirtysomething, in a long-term relationship and could use

some advice on work, financial and emotional issues. So what will ZM

tell me? And will it make me want to buy it again?



On fitness, it’s not bad, although some of the exercise descriptions

were like an emergency chart in the back-seat pocket of an eastern

European aeroplane. No insight into getting rid of that excess flab.



However, the advice on relationships and sex was unbelievable.



’Do you still turn her on?’ was written as if thirtysomethings were

completely stupid with no idea of how to interact with other humans.



Then came the sublime article, ’Six secret places she wants you to

touch.’ Our reader, according to this advice, is still in the pub saying

he got a bit of tit but didn’t get into her pants!



This advice was followed by a timely ’how to detox your body’ feature

But the article was wasted on this reader who is so into his career that

he spends the weekend eating brown rice and drinking one-and-a-half

litres of water to stay fresh for the week ahead.



Finally, the finance section - what a joke! Ask yourself, do you need to

know how to change bank accounts with advice like ’write or phone your

bank manager and tell them you are changing your standing orders’?



I do believe that there is a market for another men’s magazine aimed at

this consumer - but ZM just simply isn’t it.



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