Untold is on the streets and sees itself a cross between the ‘nipple count’ school of men’s magazine publishing and those journals ‘still feasting on the carcass of a beast called yuppie’ (Time Out).
Untold‘s articles ooze style and confidence and treats its audience with respect. It is also not too preachy and not too trivial. The publishers are obviously trying to market the magazine as a British version of US mag Vibe and on the whole it largely succeeds. The first article ‘The devil in Notting Hell’ gives a detailed account of the now deceased slum landlord Peter Rachman: this is detailed, informative and something you wouldn’t see in your average men’s magazine.
Untold features the usual celebrity interviews, fashion, reviews and gossip that you would expect in men’s mags. Celebrities featured in the premier issue include: comedian Lenny Henry; singer Mica Paris; Linford Christie and Soul to Soul frontman Jazzy B. There are some top 10 lists including 10 players to look out for in the World Cup and ’10 Reasons Why It’s Great To Be Black!’ (the first being the obvious).
The look of the title is a mixture between club magazine Touch and men’s mag Arena. The quality of the paper is better than what you get in most men’s magazines and thankfully there are no signs of inserts (yet!). The ad:ed ratio is 23:77 with major advertisers being CAT, Diesel, Vauxhall and Time Out (who also help out with the distribution).
The editor states at the front of the magazine that Untold‘s target audience is black men and the aim of the title is to raise self-esteem, although there’s nothing in here to discourage any other readers of a different race/sex.
The big question is whether Untold is any good. Well, first issues are usually difficult to judge as there is a lack familiarity (my answer would be it’s alright). It probably won’t make me give up my US magazines like Vibe or Source but it probably gives Touch and Arena a run for their money.
My only complaint is the cover which has Lenny, Jazzie B, Linford and designer Ozwald Boetang wearing purple shirts (very eighties).
