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The Londoner's Guide to London
22 August 2008
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Dan Ross Interview

Dan Ross Interview

Dan is Editor of Intersection, a car magazine published in association with the guys behind Dazed and Confused and Another Magazine. We wanted to find out more.

What's the idea behind Intersection?
The idea is that a lot of people like cars but are excluded from appreciating them through magazines because the existing magazines took a very statistical, macho, white, middle aged, middle class point of view that doesn't reflect what we think; what not necessarily a younger generation, but a more open-minded group might want from a car magazine. The team that we've got combines people from a car testing background, from traditional magazines, to people who come from a fashion background.

Being part of the Dazed and Confused collective must be an influence too?
Yeah, definitely.

You've obviously got a serious interest in cars, how did that come about?
My personal interest in cars is more cultural, I love car design, and I guess I'm increasingly more interested in performance, but my interest really stems from all the experiences that I've had. Like my grandfather used to drive American cars, he had a Buick Riviera that I remember from when I was about five!

Then I studied in Cambridge, and I used to drive down with my friends every weekend to go clubbing, or, you know, have road trips, and those sorts of things… And those things, they don't really fit what you're allowed to like about cars, which really annoyed me, because as soon as we started thinking about this idea we realised that cars are segregated, in a way, from lots of other activities that they cross over with. You talk to anyone about cars and one of the main things they'll talk about is listening to music in their car - well no car magazine covers music!

In a way though, you've probably got more in common with the classic car mags than your Top Gear or Autocar…
Yeah, yeah, definitely. One of our contributing editors writes for Classic Cars, Martin Buckley. Yeah, classic car people are a little less up themselves, and they've got a bit more personality generally! Another comment that our art director made was that you almost feel like you're buying pornography when you buy a car magazine, it's got that kind of feel, even the part of the shop where the car magazines are in…

It's got that whole sheepskin jacket car dealer feel to it...
Yeah, and it's a funny culture. The flipside to it is that there are loads of people you would associate with the stereotypical car person, mindset or whatever, who aren't like that, and who have responded to the magazine, and we weren't expecting that they were going to become part of our audience.

It's also a very international project isn't it?
Yeah, God, we've got contributors in about 20 countries? And we send people on lots of trips to cover, let's see, in the new issue we've got everything from a story about crossing America in a car, to East Timor and an article on what happened when the United Nations left there, in terms of their basic structural set-up of the road network.

They left like one guy in charge, who had to teach the local police what a stop sign was! And the magazine's for sale in about 40 or 50 countries, and we're starting to get emails now from people in those places.

How's the feedback been?
We've had good feedback, but one of the things we've learned is to be kind of obstinate? Because loads of people phone up and tell us what they think we should be doing. There are two kinds of people who phone us - the sort of person who has seen the magazine and come up with an idea that may or may not be right for us, but is kind of along the right track, then there's the kind of "bloke who knows about cars" who wants to tell you a thing or two! And they're enthusiastic as well, but they kind of phone up saying "Have you heard of me?" and then goes on to tell you everything they've done in the world of cars!

So, what do you think about driving in London?
Well, we get cars in that we drive around town. I mean, we don't test cars, because we're not WhatCar or whatever. The thing we always notice about cars is the way you adjust your personality to fit them. If you've got a bright yellow souped-up Seat boy racer car, then you kind of become a boy racer for a week? And in London you notice the little stretches where you can, sort of get up to 60 quickly, before someone sees you. I mean, obviously without any risk to anyone!

Or like, we had a Ford Thunderbird, the new one, and I think it was the first time anyone had had one in Europe. Anyway, we were just cruising around slowly in it, and the responses you get from people, people were just giving us thumbs up, and taking your photo and all the rest of it.

Any tips for would-be London drivers?
You've got to know your back routes. And if you're lost always follow a black cab, because they'll always go somewhere you'll be able to orientate yourself from. Also, driving through the park is great, no one really does it, driving through Hyde Park.

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