Review: It Magazine

This week saw the first issue of the new look it magazine , the free men’s glossy title which is handed out at London tube stations. The bi-monthly magazine actually launched in June but the publisher, Publish It, was unhappy with this first issue and so now we have a new-look title which apparently is here to stay.

Front Cover – it magazine Despite being a freebie this glossy has an upmarket feel, being printed on thick, quality paper. The design lets it down somewhat, due to its basic and rather bland style. The editorial is typical of what you would expect from a men’s magazine these days, focusing on sport, fashion, travel, food and drink, finance and of course women. While the so-called ‘nipple-count’ is low, some of the writing can be smutty and rather tacky.

Overall though the articles would probably appeal to a broad range of male readers. There are pieces on cars, clubs, music, films and wine while the more in-depth features on Paul Merton, Ruud Guillit, a paradise island and white water rafting. There is also a City section in association with Bloomberg, which contains pieces on everything from insider gossip and share tips to on-site masseurs.

The 72-page title has an ad:ed ratio of 47:53, with advertisers including Ben Sherman, Bloomberg and Pulsar in-line skates.

Publish It: 0171 491 3737