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September 11, 2005

World's Best Mook



I had the same reaction you did when I came across the word in this weekend's Financial Times "Fast Lane" column by Tyler Brûlé.

He named Nakata No Nakami as the best mook.


Then he proceeded to explain.

    Here's what he wrote:

    If you're not dropping "mook" into daily conversation yet then you will soon.

    A Japanese concoction that's merged magazine with book, the mook is usually a small–format, specialist title that will obsess over a single subject, trend or person for at least 150 pages.

    Western publishers haven't quite come to grips with the concept, but in Japan all the main publishing players crank out all manner of mooks.

    My favourite is a black–and–white lifestyle study of Japanese footballer Hidetoshi Nakata.

    The book offers style tips, daily diet tips, exercise regimes and cute things to say in Italian and is crammed with shots of the most handsome player in football.



I like it.


Now there's a mook to conjure with....

Clearly, though, the dictionaries are going to have to update themselves to take into account this 21st–century addition to the armamentarium of meanings of the word "mook."


MAKE magazine is a mook — at least, its website claims that is the case.

September 11, 2005 at 12:01 PM | Permalink


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tangentially, i was at the market yesterday and a small circle of villagers was debating what to call a new hybrid fruit being offered as a "prune-plumb."


My vote was: Plune spelled Ploon.

After much laughter at the sound of the various options, the locals were indecisive.

Posted by: sb | Sep 12, 2005 9:17:03 AM

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