Mondo – First Issue Review
The editor’s letter is always a good place to start a first issue review and thus it’s a good place to begin my applause for this magazine. It’s a refreshing change to begin reading a magazine and not flick straight to the seemingly more obvious section/s – normally involving a young lady wearing only slightly more than Keith Chegwin. However, I really didn’t know where to begin and that’s part of the beauty of having a front cover which doesn’t shout out every attribute of the magazine. It’s obviously trying to tempt readers in, and to be fair it works quite well.
Recently I have grown increasingly bored of the men’s magazine market. The odd GQ and Men’s Health Magazine are all I pick up these days, but Cabal Publishing’s Mondo, launched today, certainly contains articles which stimulate me – and not in the way you may be thinking of. For example, choosing Huey from the Fun Lovin’ Criminals as a wine critic is a masterstroke – wine is cool and yet exclusive, in an instant.
This is a common trait throughout the magazine, with its plethora of interesting pieces, all with an element of sophistication – trips to Cuba, for example – and undeniably attention-grabbing (except perhaps the interview with Michelle Pfieffer – I’ve never been a fan). The cultish feel to the magazine is mirrored by its advertisers, of which there are pleasingly few, including the likes of Channel 4, advertising The Sopranos, Phillips and grooming/clothing companies.
The travel articles are particularly strong and the ‘Fashion and Grooming’ section as a whole is very concise. It actually got to a stage when I wondered whether or not I had been stalked in preparation for this magazine launch… I occasionally have a sociable 18 holes (of golf) and the appearance of Andy Gray on the course was welcome, however that is not all. I am in the process of purchasing some new luggage and the section entitled ‘Travel Grooming Kits’ may well, quite literally, produce the goods. I have previously mentioned my views on Huey from the Fun Lovin’ Criminals and the icing on the proverbial cake was the very last page entitled, “Problem Page – This month, Mondo has a problem with Charlton Heston.” Surely these people can read my mind.
The fact that I have been singing (or writing) the praises of this first issue is simply because it appealed to me. I have mixed feelings regarding the long-term sustainability of yet another product in the men’s market, although the recent ABC’s appeared to indicate that it has not quite reached saturation point yet (see Men’s Lifestyle Market Makes A Comeback). I also feel that the magazine is closer to the lower end of the 25-40 year-old spectrum it aims for.
Mondo is a refreshing change and as long as they can keep it refreshing and opportunistic in its approach then it may be worth the £3 expenditure on my part each month….and not a single mention of Britney Spears anywhere, ahhhhhhhh.
Reviewer: John-Paul Kemp