Mind Food or Mind Boggling
I was in the supermarket yesterday and picked up a new magazine aptly named “Mind Food” It has just been launched on the NZ market complete with web site. It is supposed to be a “multi-media” publication with both printed and online content. It claims to cover all of the things in our everyday life.
It has a section on wellness, the environment, society, culture, food and travel, just to name a few. On the surface it appears to be very retro and cool, a new way of delivering product and other information to us. But all it has succeeded in doing is frustrate me.
When I buy a magazine I buy it for specific reasons. I buy a fashion magazine to see the latest trends in fashion for the winter. When I buy House & Garden it is for ideas for my home. Mind Food appears as if it is trying to be all things to all people. In doing so it just does not hit the mark on anything. I guess this is only issue one but it’s hard to see how it will ever develop a personality. It just has too much disconnected content.
Maybe there are really sophisticated readers out there who have such a diverse range of interests that they desperately want to read about biodynamic wines , whaling and Sandra Slater’s Pilgrimage to Santiago. I’m guessing the same person will be really interested in the article on obsessive compulsive disorder. What they need is an article on schizophrenia as I can’t help feel like I need multiple personalities just to be able to enjoy the magazine.
Frankly it drives me nuts and makes me wonder why you ever buy the magazine when you can go to the website. As a near forty something woman who isn’t concerned about how much she pays for magazines, if I’m not interested in this who on earth is their target audience, clearly it’s not me.
Availability: Supermarkets and Magazine shops
Price: $9.90, Subscription $85 saving 28% of cover price. Included is a free Jo Malone scented Tea candle.