I really like the NHS Choices magazine that I picked up at my local General Practitioner recently.

Cover up the logo in the top right-hand corner and you could be looking at any of the mass-market lifestyle magazines that have dominated newsagents in the past five years or so.

The headlines: "Drinking Nearly Cost Me My Son", "Does Size Really Matter" are straight out of the Heat/Grazia school of copywriting. And the articles are well written too. Most are tabloid-style dramas involving all the usual suspects including drink, sex, food and dieting.

Of course it's a smart move to target a largely female audience with a handbag-sized format magazine. In most families, women whether choosing to work or look after their children, have a significant influence when it comes to health and other lifestyle choices.

As well as being a reminder of the power of the mass-media to influence attitudes and social behaviour - no surprise that the cover star is a soap-star actress - it should also shake the rest of us out of our Web 2.0 bubble.

If you want to see how far the mass Internet audience is behind the FriendFeed generation, take a look at the www.nhs.uk web site. The interactive element isn't bad, but will it have as much influence as a handbag format magazine? I doubt it.