Magazines are dying, and so are the readers

Vermont agency Kelliher Samets Volk has launched an online magazine, Nikoteen, to help the Vermont Department of Health skewer Big Tobacco's marketing practices. The site is designed to mimic youth-focused Web venues that deal with music, celebs, sports and horoscopes. For example, there's a fictitious review of the fictitious band Smoke N Mirrerz's fictitious CD Ashes to Ashes. It merited 5.5 cigarette butts, with a perfect 6.0 no doubt reserved for Bowie's original. There's also a poll asking which band member is hottest: the shy one, the dead one or one of two other disfigured ones.