Wired: the future just caught up with me

I’ve just read the second edition of David Rowan’s Wired magazine and he’ll no doubt rest a lot easier knowing I think it’s shaping up nicely. I didn’t dwell too much on the launch issue; I never do as they’re always too long in the making to represent real publishing.

Besides, it was hard to find. This month’s editorial puts that down to a sell-out, something I’ve done on all my launches. Hope it did but, even so, the truth is, no matter how much sway even major publishers have with the multiples, it’s hard to guarantee launches a good show in the independent newsagents.

I also wasn’t a fan of the original cover. I liked the fold-out image but the texture just irritated. But that’s just me. I’m the same with fabrics. Never could wear wool.

Anyway, this month’s “proper” issue does itself serious credit. It’s well-presented, eclectic enough to move beyond the obvious niche market and nicely mixes the waiting room reads (How to read war and Peace in 34 seconds) with those requiring a decent hammock and a bit of peace and quiet ( Britain’s Internet censors, How the Web was almost brought down, World’s biggest diamond heist).

I did smile to myself when I read that he’d sent writers to India, Kenya, US, Sweden, Italy, Holland, St Kitts. Must be wonderful not to have me querying the cost of an overnight stay in Blackpool.

Private jokes aside, good editors build the best brands when they do it in their own image. This is a good example. Here’s a very exceptional editor; an intellectual having fun with a subject that fascinates him.

We just need to see it in a few more shops.

Otherwise, I’ll just have to get a subscription.