Occasionally, a new magazine will try to create its own niche. Men’s Health reached out to ab-craving males who like monochrome photography. Monocle noticed that what the Economist really lacked was good shopping tips. And now we have Beef!, a curious new offering from Gruner + Jahr, one of Europe’s biggest publishing groups.
Since my German doesn’t stretch beyond the phrase ‘die toten hosen‘, I asked Kati Krause, the rather talented former Ling editor and editor of the Colophon magazine, to tell us all about it.
“Beef! is like Esquire, but with meat instead of suits: clean design, good illustration and photography, four different kinds of paper (all thick and matte), original content ideas, and a lot of “what modern man simply has to know.” Which in this case means teaching 30-something advertising executives how to skin a rabbit, how to distinguish the different odours (and their meanings) of a wine gone bad, and that the world’s best whisky comes not from Scotland, but from Japan.
Read the rest of this entry »