Wednesday, December 13, 2006

Dads' mag

The top quality publication FQ (Fathers' Quarterly) now has a revamped onlined version available here. The typical issue includes a brilliant combination of articles aimed at the modern Dad: famous Dads to look up to (this month: Will Smith), advice on finances for families and reviews of the top new baby gadgets. And lots of silly lists (e.g. 'Top 10 evil dads': Joseph Stalin new at number 7!) The fact that now you can read the full thing online for free suggest to me that it is generally paid for by the large glossy ads, but perhaps most magazines are like that. Anyway, it's certainly a niche market that hasn't been explored to a large extent before and it's interesting to see how they pitch this at a Dad who hasn't given up on looking good, having fun, and spending time with his mates but still has a sensitive and full relationship with his children. (Just perfect for me, then....) Aspirational, for sure, but these are not bad aspirations for people to have.

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