Don’t Tell It, a new style, fashion and music magazine aimed at ABC1 23-35 men and women launches this week. In his preface, editor and publisher Jiro Jaife, says “If you’re reading this piece it means we made our deadlines and sold the ads.” An ironic statement to make considering the magazine was originally due to appear on October 8 and its launch has been delayed at least 4 times.
Launch problems aside Don’t Tell It has a professional feel; it is slightly larger than A4, perfect bound, printed on thick glossy paper with clear reproduction and well spaced out editorial. It comprises 120 pages, of which 20 are given over to advertising.
In his preface Jaife goes on to say; “We just wanted to create a serious fashion magazine with a sense of humour. A magazine that’s at ease in SW1 and cool in SW2 – an urban magazine.”
As promised the editorial is a mix of fashion, music and lifestyle features. The fashion articles concentrate on women’s fashion with the usual glossy photos of models sporting the latest outfits and reviews of the top designer’s collections. There is also a feature on the state of the fashion industry in Britain. More general features include an article suggesting that ‘greasy spoon’ cafes are back in vogue with a few suggestions of where to go in London for a “great British breakfast.” Much of the editorial has a London bias.
There is an article on how Chris Joseph, founder of the Hook Agency, tackled Barclays Bank when they asigned his Rabbit logo to Hutchison Telecom without his permission. Don’t Tell It also covers social/political issues with a feature on Vietnamese refugees living in Britain.
Humourous features include an article entitled “Charles: Prince or Pratt.” Music occupies the back of the magazine together with book, film, exhibition and club reviews.
Advertisers taking double page spreads in the first issue include Triumph, Smirnoff, Levis, Vauxhall and Nike. Sol, Samsara and RSPCA are among those taking full pages.
Don’t Tell It launches as a bi-monthly but there are plans to take it monthly next year. It has a cover price of £2 and a print run of 65,000.
Don’t Tell It: 071 792 9685
