When we were about to launch Exact Editions, at the end of 2005, we used to show publishers a prototype service with half a dozen very disparate magazines. We sometimes joked that the service was a bit like a dentist’s waiting room (boating, fashion, caged birds, current affairs, and rock climbing in a haphazard mixture). All good and reputable magazines but not in the same market segment. Why do dentists have such diverse interests?

So it is a high compliment to have our service now likened to a newsagent. Perhaps Charkin’s blog is being a shade generous. A proper newsagent really needs several hundred magazines to fill the kiosk, we are not there yet but we are going in that direction. In 2007 Exact Editions will become increasingly like a well stocked newsagent with a marked fondness for the long tail of magazines.