It is hard to believe now but finding out what was going on in the nation’s capital was a difficult business in 1968. There were no dedicated listings magazines and getting to grips with the cultural scene in the city meant going through what was then called the “underground press” with such titles as International Times, Oz and Gandalf’s Garden. At this time, Tony Elliott was about to go into his final year at Keele University. Seeing a gap in the market, he decided to use a £75 birthday gift from his aunt to start his own listings magazine.
“If people have got a strong idea that is well executed, and clearly it has to be something that fulfills some kind of a need, the last thing the world needs is 150 new music magazines for example, so you’ve got to pick your spot, really work hard and execute it as well as possible. I think people often think they can’t start small, you have to be of some size. I’ve always advised people to aim for a niche and establish yourself in that niche and then build from there. I think the era is over really where people have an idea that goes national and becomes enormous. It’s more a question of small and good.”