Newsagents and ladmags: sanity prevails
Some time ago, we were driving to Norfolk with another family, and we stopped for petrol just north of Cambridge. I got out of our car, and one of our friends got out of their car. We filled our tanks with petrol, and walked towards the shop to settle up.
At which point she paused, and her face fell. For a moment, she looked really, really upset, almost close to tears. She looked at me, smiled and made a joke of it, as the English do: “well, that was worth the struggle.” She nodded towards the newspaper stand, and there, nestled among the latest news and sports headlines, was a woman wearing nothing more than a thong and very high heels, her back to the camera, leaning forward, and leering back towards us.
Ah yes. The Daily Sport. Always there to ruin your day.
I remember when Loaded first came out. I remember being quite excited by it - it seemed fresh and subversive and disruptive and, despite its deliberate lowbrowedness, seemed to have been put together by people who really knew what they were about. The early episodes were hysterical. Even the semi-naked women seemed daringly original, almost counter-cultural. We sat in our metropolitan ivory towers and congratulated ourselves on our post-modern self-awareness. Loaded was discussed at dinner parties, and any woman who dared to suggest that, actually, it might not have been an enormous step forward in terms of mutual respect between human beings was smiled at condescendingly and invited to recognise that we were all equal now, luv, and this was just the market responding to that new found equality by resurrecting dolly birds in panties.
Problem was, the women were right. Because Loaded unlocked the Pandora’s box of soft porn. First, the existing men’s titles - Esquire, Loaded, GQ, Arena - started putting pouting babes on their covers. Then new titles came along: FHM, Maxim, Front, Bizarre, Nuts, Zoo. All of them pushing up the ante, until eventually you could walk into a service station and at least a quarter of an entire wall would be dedicated to tits and bums (as my picture illustrates).
So I was delighted to read today that, finally, the newsagents are going to do something about this. There’s a new voluntary code which means the titles will be put “out of the sight of children.” Which is a bit weaselish, because what it means is “further away from our eyeline, because we find it offensive, but we’ll use kids as a proxy.” But it’s a start, and if a few of these odious little rags go under because of it, all well and good. Now, if we can just get the Sport out from among the newspapers and on to the top shelf as well, normal, decent service may be resumed. Some hope.
