Degree educated - ʻmatureʼ Appreciation of art + design.Design is confident - doesn't shout at you.Soft sell, for people who are in the know.

Film obsessives Issue is revolved around one film, shown on the cover - obsessing over details of one film.Film choice - independent/edgy.Design explores themes of the film

Design led - creatives Illustration + graphic design talent shown on cover.Craft gone into the magazineCover finish - embossed, shiny etc.

Exclusive - for “in the know” No ʻsell pointsʼ on the cover to entice other buyers. Only for people who know the film on the cover and who know LWL.

Alternative culture Not a photograph on the cover - illustration. Cover design usually unusual, arty.Film choices usually alternative.Challenging design - barcode part of brand.ʻQualifierʼ - Truth & Moviesʼ - everyones got an opinion but they are right.

Collectors Quality product - LWL looks nice, thick paper, embossed text, art piece on cover.