Being a generally male market (film magazines), such titles seem to be dumbed down to the FHM level. LittleWhiteLies does not insult your intelligence, and expects you to have at least been to school and finished your A-levels. It is a great addition to the magazine market, and it should elevate standards to bring male magazines into line with the Wallpapers and ID's of this world.

LittleWhiteLies (truth&movies) is a new independent film magazine which promises to deliver something more than a rash critique of the week's biggest blockbusters. Featuring dynamic, intellectual writing and a flair for design, this magazine proffers not just style, but substance too. The first issue, based on The Life Aquatic, splashed the film's surreal style across its face and internals, while issue 2 has captivated Rodriguez's Sin City panchromatic stlye with consummate ease - and a splash of mustard yellow. Hopefully, the team can produce something special with the make or break issue 3 and who knows, it could someday prove the mainstream alternative to the glossy non-thinking trash we're often faced with on the high street.