AS: Okay, well, Jim (1) Clearly something went wrong with the (.) pitching (.) to the advertising agencies. Any thoughts?

Jim: Yeah I do have thoughts (.) They made a point straight off the bat that they felt that the advertisers would not want to be placed in a magazine with that name.

LS: The name Hip Replacement is bad. It is bad.

Jim: It’s er it’s

LS: // I’m disappointed that all four of you stuck to that title.

Susan: I think I was the only person who disagreed with the name.

Glen: But you didn’t make yourself

Susan: //I did, I did

Zoe: // I didn’t hear anything

Jim: // Your voice must have been lost in translation

Susan: // I did, I absolutely did

Zoe: // I didn’t hear…

Jim: // I definitely didn’t hear

Glen: // This happened

Jim: (Interrupts) Did you hear, were you in her company

Glen: // she was (.) she did say she wasn’t agreed with it (1) but (.) there was no real strength behind it

Jim: It’s a whisper in the night

LS: Zoe, you started off with a concept of 60’s the new 30, that’s right

Zoe: // yeh

LS: Now (.) when I look at this I don’t see that being projected

Zoe: // I don’t either

LS: So who didn’t project it properly?

Zoe: That’s actually what I don’t understand because I thought we came up this hip which was the digital font, and then I came back and it was Vanity Fair text and I genuinely don’t understand

Jim: // you, you were actually there for that change. You were there for that change

LS: (Interrupts) Was you sitting in front of the screen…?

Zoe: (addressing Jim): No I wasn’t, I was sat at the table behind

Jim: // I said, I said to you when we put the digital font on I goes that doesn’t look right and you said I agree. I goes we’ll revert back to the text which was more legible you said that’s okay.

Zoe: No, no

Jim: //You were there Zoe

LS: Jim, Jim, this must have come about by your direction.

Jim: That’s not exactly how it went Lord Sugar but yes, the finished cover, er, has got more of my hand on it than anybody else’s. But at all stages of that (.) Zoe contributed.

Zoe: I personally wanted a different front cover. That photo’s awful.

LS: This is pretty old fashioned stuff here.

Jim: I gave a brief, tighter than a dog’s behind, in what I wanted from the photo shoot, a young couple who were younger than their age (.) and the only that we could use was that shot.

Glen: We gave you a selection of photos (.) and that was your choice

Susan: // that’s

Glen: and they was based on your brief so there we give you what you want and you

Jim: // well // no it wasn’t my brief

Glen: …can’t complain

Jim: … was single shots as well. Let me give you a scenario Glen that I showed the piggy-back shot on that with the title Hip Replacement (1) a piggy back and hip replacement