Good sense from Hepworth

Former Emap editor and publisher David Hepworth, now a founder of the independent entertainment magazine The Word, speaks loads of sense about marketing surveys of magazine readers in a letter to subscribers of The Word sent out with the current issue. Hepworth writes: "My suspicion is that if a reader could design his perfect magazine he probably wouldn't like it. The whole idea of a magazine is that it's a compromise between what you expect and what you don't, between what you like and what the other person likes, between things that confirm what you have always thought and the odd things that gets right up your nose."