Newsstand

The British e-zine to cause the biggest waves among students of the form has perhaps been Trigge, which went online last year to widespread (including transatlantic) acclaim.

The opening page explains that after the enormous critical success of issues One and Two (published last year), "we Trigger People decided to kick back for a while and let it all wash over us ... Trigger Issue Three will be back here in festive mood."

I took the "festive" to mean that we could expect a third issue in time for Christmas, and since then I've been hanging on, waiting for it to appear, before introducing it here. But I'm now beginning to wonder if a third issue is going to appear - and you might like to taste issues One and Two before their clever creators find another use for the server space.

What's clever is the advertising mechanism that the site employs, which "triggers" the display of different banner ads when your cursor passes over certain screen elements - so you see many more ads during a brief interaction than you would normally expect.

Should we care? Well, yes: Trigger has been successful in attracting many advertisers, and in the long run only zines that attract advertisers can afford to offer good, professional content.

Trigger's content is aimed at 18-35s with "a slight male bias" (ie, the occasional feature on themes related to football or cricket). It has five sections, iconised by five different coloured daisies - pinky purple for music, green for books, red for film, yellow for regular bits and blue for The Rest. Helpful, eh? Interface design at its most childish.

Fortunately, the content aims higher, and is less self-consciously cool. Many of the features have a broad appeal - I don't know about you, but I sometimes feel rather excluded from "popular culture" e-zines because I don't know enough about popular culture to start with.

Examples in the "current" issue include a couple of items about the Edinburgh Festival (I did say the next issue was overdue) and a reaction to the return of sci-fi to the cinema. Even one or two elements of the music section are intelligible to me.

Equally important, the writing is a cut above the norm for pop-culture e-zines: it's mostly clear and accessible, with a confident, relaxed air that makes a refreshing contrast to some e-zine stuff.

If Trigger has a future, I'd say the Regular section needs to be improved (or dropped). "Life in the Louche Lane", the dreary diary of a guy turning 30, is not the sort of thing that will have me looking for issue three.

Trigger

http://www.trigger.co.uk

Start your day with The Independent, sign up for daily news emails
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA special investigation by Andy McSmith
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Ashdown Group: Lead Web Developer (ASP.NET, C#) - City of London

£45000 - £50000 per annum + Excellent benefits: Ashdown Group: Lead Web Develo...

Recruitment Genius: External Relations Executive

£33000 per annum: Recruitment Genius: An External Relations Executive is requi...

Recruitment Genius: Senior Digital Project Manager

Negotiable: Recruitment Genius: This established Digital Agency based in East ...

Guru Careers: Sales Director / Business Development Manager

£35 - 45K + COMMISSION (NEG): Guru Careers: A Sales Director / Business Develo...

Day In a Page

Isis hostage crisis: The prisoner swap has only one purpose for the militants - recognition its Islamic State exists and that foreign nations acknowledge its power

Isis hostage crisis

The prisoner swap has only one purpose for the militants - recognition its Islamic State exists and that foreign nations acknowledge its power, says Robert Fisk
Missing salvage expert who found $50m of sunken treasure before disappearing, tracked down at last

The runaway buccaneers and the ship full of gold

Salvage expert Tommy Thompson found sunken treasure worth millions. Then he vanished... until now
Homeless Veterans appeal: ‘If you’re hard on the world you are hard on yourself’

Homeless Veterans appeal: ‘If you’re hard on the world you are hard on yourself’

Maverick artist Grayson Perry backs our campaign
Assisted Dying Bill: I want to be able to decide about my own death - I want to have control of my life

Assisted Dying Bill: 'I want control of my life'

This week the Assisted Dying Bill is debated in the Lords. Virginia Ironside, who has already made plans for her own self-deliverance, argues that it's time we allowed people a humane, compassionate death
Move over, kale - cabbage is the new rising star

Cabbage is king again

Sophie Morris banishes thoughts of soggy school dinners and turns over a new leaf
11 best winter skin treats

Give your moisturiser a helping hand: 11 best winter skin treats

Get an extra boost of nourishment from one of these hard-working products
Paul Scholes column: The more Jose Mourinho attempts to influence match officials, the more they are likely to ignore him

Paul Scholes column

The more Jose Mourinho attempts to influence match officials, the more they are likely to ignore him
Frank Warren column: No cigar, but pots of money: here come the Cubans

Frank Warren's Ringside

No cigar, but pots of money: here come the Cubans
Isis hostage crisis: Militant group stands strong as its numerous enemies fail to find a common plan to defeat it

Isis stands strong as its numerous enemies fail to find a common plan to defeat it

The jihadis are being squeezed militarily and economically, but there is no sign of an implosion, says Patrick Cockburn
Virtual reality thrusts viewers into the frontline of global events - and puts film-goers at the heart of the action

Virtual reality: Seeing is believing

Virtual reality thrusts viewers into the frontline of global events - and puts film-goers at the heart of the action
Homeless Veterans appeal: MP says Coalition ‘not doing enough’

Homeless Veterans appeal

MP says Coalition ‘not doing enough’ to help
Larry David, Steve Coogan and other comedians share stories of depression in new documentary

Comedians share stories of depression

The director of the new documentary, Kevin Pollak, tells Jessica Barrett how he got them to talk
Has The Archers lost the plot with it's spicy storylines?

Has The Archers lost the plot?

A growing number of listeners are voicing their discontent over the rural soap's spicy storylines; so loudly that even the BBC's director-general seems worried, says Simon Kelner
English Heritage adds 14 post-war office buildings to its protected lists

14 office buildings added to protected lists

Christopher Beanland explores the underrated appeal of these palaces of pen-pushing
Human skull discovery in Israel proves humans lived side-by-side with Neanderthals

Human skull discovery in Israel proves humans lived side-by-side with Neanderthals

Scientists unearthed the cranial fragments from Manot Cave in West Galilee