First Issue Review – No Limits World

The heart sinks at the first glimpse of No Limits World , the new “extreme lifestyle” title from Future. A busty brunette pouts from the cover above the line “Thrills, Excitement, Challenge…Its All Out There (And In Here!)”. In fact it looks like a carbon-copy of AIM’s Adrenalin magazine but, as with that title, the cover is the only thing which lets the magazine down. What is strange, however, is that copies of the magazine distributed in the North of the UK had a picture of a grizzled arctic explorer on the cover while those in the South carried a picture of the aforesaid young lady (decide for yourself what this says about ‘Northerners’ and ‘Southerners’)!

In terms of content the refreshing thing about No Limits World is that it covers the ‘extreme’ aspects of life with 100% commitment and one can tell that this is a magazine firmly aimed at people who want to get off their backsides and do something different. As the title suggests, this magazine also has a wide remit and it appears that it has no intention of just concentrating on extreme sports.

The first issue features articles on various ‘adventures’ – from chasing hurricanes in America and desert racing in Libya to a guide to hot chillis and a feature on adventure writer Eric Newby. The important thing about these articles, especially the more ‘way-out’ adventurous ones, is that they are written in an authoritative style by experts in their respective fields. Detailed information is also supplied on the equipment which is needed to participate and maps and other guides are also provided.

Along with a clean and uncluttered look (again, the cover is deceptive in this department) the magazine contains plenty of high quality graphics and colour photos.

While No Limits World is obviously targeted at a niche market – upmarket young men – it appears from the first issue that it will succeed in attracting and holding on to this audience. There appears no reason why the title cannot mirror the success of its Italian sister – Sector No Limits Team.

Advertisers include Molson, Smirnoff, the Nissan 200 SX, Old Spice, Teleflorist and Gerber tools. The ad:ed ratio is 20:80.

Reviewer: Phill Knightley

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