Just as we were thinking about launching a magazine independently, financed by maxed out credit cards and money found down the back of the sofa, it seemed that suddenly we could slug it out with the big boys and girls on an almost even playing ground. We would be able to get to our niche audience via the magic of the internet.
To be a master marketer, you have to be a master of content. But the 2014 forecast study by the CIM reported that only "44% of B2B marketers have a documented content strategy". The numbers suggest that thinking caps aren't on - marketers are pushing out content to tick boxes but floundering when it comes to producing strategic material that helps to achieve real business objectives.
Nuts - the magazine that launched a thousand unrealistic fantasies - is facing closure. While it's a sad day for print media, it's also a sign of the times. Is it possible "lad" culture is no longer relevant? 'The lad' was sold to men as a guy who had a laugh, a guy who could down pints, a guy who just loved boobs (or should I say tits?).
Once candles are lit, and I'm in, the regret starts to encroach. If the water isn't a perfect temperature - and it never is - my body reacts, either by perspiring (which is weird when you're already wet) or by shivering. In an attempt to quickly salvage my bathing experience, I decide to read a magazine.