Its come to something when in the name of research I hid the latest issue of Zoo inside a wank mag. The motivation to peruse the hallowed pages of the boys publication was a result of the Danny Dyer debacle whereby the ‘celebrity’ advice columnist advised a dejected individual ‘cut his ex’s face’ so that future guys wouldn’t want her. As would be expected the public outrage turned against Danny himself the public face of the column but anybody who sat down long enough to think about it would realise that Dyer neither writes nor controls the content of the column. The question has to be asked how such a answer could be passed for print as a ‘mistake’ on the part of the editorial team. Considering that the circulation figures have dropped just over 29% year on year it could be seen as a warped attempt to raise the profile of the lad mag contravening the adage no publicity is bad publicity. The offending comment only seems to be a content issue of slightly bigger significance than the misogyny that permeates the magazine at many levels. Insulting, unhealthy, sexist and negative, lets hope it eventually faces extinction.