I have a get rich quick idea. Sack all the writers and editorial staff of a typical men’s or women’s magazine, for they just recycle the same old content every year. Then just add a new glossy cover each month, keep up the advertisements, and recycle old fashion photos from the past 20 years to pass off as “new” retro fashion. (Obviously, keep the explicit problem pages, as these form a highly effective sexual abstinence programme for young teenagers who foolishly decide to read them.) Genius! A profitable magazine with no overheads. Even the BMJ recycles ideas and stories—but some …