Reading > Weather forecast

TheWeather was sent to me back in September 2010, and I blogged about it then as I was so impressed that a magazine could be created from a subject so British. In fact, it’s us Brits that talk about the weather, but of course it affects the whole world – and that is what gives this magazine such huge appeal.

So they’re back, having hatched a deal with Haymarket, and with a punchier, more commercial looking front cover. The paper stock’s changed too, from that lovely recycled uncoated to a house silk. Still, those things aside, it is packed to the gunnels with content. Some of it identical to the launch issue (Colin Jackson interview to name but one). It weighs in at 132pp while the launch issue was a mere 68. It has adverts too, but they are all a bit thin on the ground and niche. Prime back cover position goes to the Weather Shop in East Sussex.

The design hasn’t altered much, and I do like a lot of it – the colour palette, the great use of images and the commissioned illustrations – however, the type can go from the sublime to the ridiculous at times, and it’s almost as though the pages are being proofed on screen (as opposed to being printed out at 100%). Witness the comment pages where the body copy has to be 14pt – so much for the design evolving.

Love the interview with Magicseaweed founder Ben Freeston (I am a fan), the behind the folklore pages are interesting, and Colin Jackson and Kate Humble give the mag celeb appeal. But in general, TheWeather hasn’t quite found its pace yet. What I mean is (and this could be due to the dearth of adverts), the magazine doesn’t flow very well. I said it was packed with content, and it may be there is too much. In the ‘weather front’ section, there are two spreads on folklore, two celebrity interviews, and three Q&As, peppered generously with facts and figures to keep you going for a few weeks. Comment comes next, followed by the features, all backing onto one another without the respite of the odd advertisement. Also, all interviews and features set direct quotes in italic text within the body copy – which makes for a bitty and disjointed read (personally).

Not that I’m complaining. I love seeing new magazines on the market, and the fact that TheWeather is proudly going to the newsstands is even more of an unusual thing in these times.

Go on, don’t just talk about the weather – read about it too.