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IF THE PAST is a foreign country, Ireland was once a big-haired, bright-patterned and slick kind of place. But it also was one where girls wrote to magazines about ‘French letters’, and ads encouraged people to light up cigarettes.
Those who love images and ephemera from decades gone by will find much to love in Brian ‘Doug’ McMahon’s site Brand New Retro, where he has scanned and digitised images from Irish magazines that have never been put on the net before.
Now he has gone through the five years of archives to create a book that’s filled with 700 images of Ireland’s past – from magazine covers to photo shoots, band interviews to problem pages.
McMahon, who played in bands like Choice (who featured on Strange Passion, Darren McCreesh’s collection of Irish post-punk and new wave music), has long collected records and magazines.
Brand New Retro was a personal project he had been meaning to get off the ground for quite some time, and when he did, it was instantly embraced by those who grew up in the eras (1960s – 1990s) featured on the blog, as well as those who barely remember the 1990s.
“I’d been meaning to digitise artifacts going back to my days creating fanzines in the late 70s with my brother, such as Too Late and Jump, and then also the music. I was in bands and I realised none of this is online. [I thought] ‘I need to do it’, but I never got around to it,” he said.
‘ I was just staring at the screen for five minutes’
A month after his father passed away in 2011, McMahon’s wife and children headed to Achill. He went to his parents’ attic and retrieved a photo of them taken at Mosney Butlins in 1964. That turned out to be a pivotal moment in the creation of Brand New Retro.
“It was a small picture, but when I scanned it in, it suddenly became big and beautiful, and I was just staring at the screen for five minutes,” said McMahon.
He started scanning and digitising personal items, like the fanzines he collected. “It was great, because I had been boring my younger friends with my days in the groups and all this, but never actually showed them anything or played them anything, and it was a great way to share it,” said McMahon.
Soon he had gotten into the groove, and realised that by putting these images online he was given them a second shot at life. “It does feel like you’re bringing a new life to it. The stuff that was lost, I feel digitising it and putting it on the web has given it a new interest and a new life.”
He and his brother would get letters from fanzine fans, but it’s nothing like the comments he can instantly get on the blog. “That was fascinating for me, coming from the old school into the new school of publishing and seeing how immediate that can be.”
As well as positive feedback, which helps direct the way the blog goes, he has also been able to use Twitter to help source the location for some of the images he has featured.
It does help to get some positive feedback along the way, that people like it, you see. You know that you’re not crazy and that other people are liking it.
Never seen on the net before
He only ever features items that have never been on the web before. “It was a good decision to go that way,” said McMahon. People had encouraged him to curate items from other sites, but he wants to bring something new.
“Even though it’s more effort in sourcing and scanning the stuff, the dividends were better.”
The magazines come from his collection and his brother and mother’s collections. They’re not a family who bin a magazine for no reason.
“My mother was a great collector as well – some would say hoarder, but I’d say a quality hoarder, particularly for the women’s magazines and a lot of the little fashion catalogues,” said McMahon.
Over the years, he would pick up interesting-looking magazines in second-hand shops and car boot sales.
And I held on to them – at one stage I was thinking, why do I drag all these things from house, to flat, to house? And this is the reason, or the blog was the reason. Certainly my mother feels as though her hoarding was justified. She did get to see the success of the blog, she died the week after I won at the Web Awards, and she really enjoyed that moment.
He sometimes gets donations, but it can be hard to track down suitable magazines. He heads to boot sales and flea markets early – a good cache would be a pile of magazines that someone has donated in bulk. Then there are the Ebay alerts for magazines that he knows featured Irish-related items, like the NME Depeche Mode cover from 1983.
McMahon said the popularity of retro items has grown, which is reflected in how much harder it is to get the magazines these days. “Some of these things can be very expensive online – Spotlight you won’t get cheap.”
Spotlight is a particular favourite of McMahon’s – it was a showbiz weekly back in the 1960s “with very strong production values” (and with a bias towards showbands). It’s a real collector’s item.
Retro worries
McMahon doesn’t stress over the condition of the magazines he scans. “I don’t worry too much if it’s in bad nick, once I can scan it I don’t mind,” he said.
Actually, a lot of the Spotlights were from a skip and they were in terrible condition. I’d say the mice and rats were at them. But it actually makes the restoration and your purpose even that greater when you do scan them in and they look fine.
He had to re-scan everything for the book so that the quality was high enough for print, but again McMahon knew it would be worth it.
The book was created with graphic designer Joe Collins, and has five chapters: Fashion, Lifestyle, Music and Showbiz, Sport, and Readers’ Lives.
This latter section features readers’ five minutes of fame in vox pops and features, as well as ‘retro worries’ – letters to problem pages. The letters almost always concern sex, marriage or relationships. “Where can I meet a beautiful girl?” asks one male letter writer.
“Now I hear the girls where I work talking about ‘French kissing’ and ‘French letters’. I don’t know what they mean and I wouldn’t like to ask because the girls would just laugh,” writes a young girl.
In the introduction to this chapter, McMahon writes:
I never wrote to problem pages. Little point, when I could see from the replies to others, that the advice to me would probably be to ‘discuss with a priest’ or send off for that special book in Easons.
Though the whole of Brand New Retro shows how much Irish society has changed, it is these problem page letters that remove any desire to be back in the Ireland of old.
“The thing about the book is it shows it’s not the good old days,” said McMahon, who has a love for the fashion and sounds of the era, but is grateful for how much things have changed socially. “Nowadays we live in the best of times.”
I do have this theory that I think you could see progress in Ireland, but then the Pope came in 79 and we just seemed to [change] again.
Why spend time poring over Ireland’s retro past? It’s all about inspiration, said McMahon.
There’s always inspiration there from looking at the past, without trying to live in that era. For me it’s certainly [that] I love the style of it. Whether it’s the fashion, I see nothing bad in any of the 60s stuff at all, it’s brilliant, it gets a bit dodgy in the 7os – I’d say it was a bit uncomfortable to wear some of the stuff…
Flicking through the book, you can see distinct obsessions standing out from certain eras – the obsession with ‘Miss competitions’; glamorous ads for cigarettes; ads for weight gain followed a decade later by ads for weight loss.
Almost news
Many of these magazines would have been forgotten about, and their studies, articles and discoveries left to decay, were it not for the blog.
There’s Status For Women magazine (edited by Marian Finucane), which lasted for one year: 1981. Then there are others like Miss, Social Personal, Nikki (‘Ireland’s first frank and funky mag for chicks’); The Word; Success; Vision; Almost News.
Long-running magazines like the RTÉ Guide and Women’s Way are also featured, alongside the likes of Magill and In Dublin.
McMahon can spot the quality magazines, but he can also see how the production standards began to decline.
“There was good high quality to the end of the 1960s, then it went down a bit,” he said. Part of the blame might lie with the advent of desktop publishing in the 1980s. “They had difficult to read text because they have a habit of putting text on a coloured background.”
The book is laid out like a magazine, with ads split throughout, and McMahon hopes people will treat it like one.
“I think there’s great variety in the book. Like if you’re just interested in sport, you might go down and find other stuff that’s sitting side-by-side. The same way a magazine should work really, you might go in to read this particular article but you find something beside it, and before you know it you’ve found something else.
Plus, you never know who you might spot in the Readers’ Lives section:
It is a small world in Ireland – so people are going to know these people and who they are.
Brand New Retro is available in all good bookshops, RRP €29.99
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Nothing will probably change, he’s advocating these things but the reality of the world we live in means he’ll back down eventually when he realises how bad it is for him – but he’ll swing it to say that fought for Americans and everyone else backed down and he did a good thing against those bad nations that hurt America.
Literally be his words ‘bad people’, ‘make america great’, ‘I did this’, ‘I’m great’, ‘look no hands (as he cycles around Camp David on a tricycle’.
His words are vague, his threats are vague, and it’s all postering childish antics that don’t work when adults are talking.
The amount of things he tried to do last term in charge didn’t get through. Lets not forget this is the man that said you could inject UV light into peoples vains to kill COVID – which led to at least 1 death, I believe, if not more, with other dangerous comments.
American people, so gullible. Well they voted for him. Have at it.
@Rafa C:… And now with JFK Jnr being appointed Health Official they’ll all be knocking back pints of bleach like Sunny D.
@Rafa C: Agree, he is taking a bargaining position, just like Gaza comments. His base will this as validation.
@Rafa C: Thats what populism is. Whole load of huff and puff with very little provision for the future needs of society. We’re still children in psychological terms tho.. addicted to shiny things, crave the neanderthals bat, etc.
@Rafa C: I reckon you’re right. American is run by corporations. The American pharma corporations in Ireland will have their lobbys working flat out to stop anything too damaging.
@Meh Meh: point of correction, it’s RFK jnr., JFK jnr. died in 1999
@Rafa C: but when there’s a loose cannon, everyone has to duck
@Larissa Caroline Nikolaus: Thanks for clearing that one up.
Why are Paracetamol/ibuprofen way more expensive here than in the UK? Can our people not do a deal that reduced costs for Irish people WHILE allowing these multinationals to make billions in tax savings? Baffles me that in every direction the only deal they managed to ever scrape up was an endless supply of aspiration-less people to work in these places.
@Thesaltyurchin: That’s because lots of medicine is cover by the NHS so you can buy paracetamol in pharmacy’s for a third of the price in Ireland.
@Daratheprofessional 1: You can by either in Boots for under £1… ?
@J B: Do the same when coming back from London. Stock up on medicines, plus some that are over the counter kin the UK but require a prescription here. Melatonin etc,. Ireland eh? just have to lower your standards and empty you pockets. Bunch of jokers.
Wouldn’t be worrying about it, the way things are going the orange fella and the real POTUS is going to spark off an actual war or civil war, buckle up folks.
@J B: That may prove to be more difficult for the Chinese, they risk getting a bloody nose, if they try to take Taiwan, since it’s an island with only a few places suitable to land troops, and just bombing them back to the stone age won’t do China any favours
@Dave C: Quick! Hide under the bed! Typical far-left woke comment. MAGA
Lads, I’m living in Dublin nearly 20 years. I can pop into Tesco when I’m back visiting friends and family in Belfast, and pick up a large box of tesco brand paracetamol for 26p….. same size box down here cost near €7.00 I have never once paid for otc medication is this end of the country. Why would you allow yourself be robbed like that.
@Nigel McAtamney: Agreed. Absolute rip off by Irish pharmacies.
@Billy Joe: Yet these companies see bumper tax breaks? Its sort of sickening how terrible our elected officials are at doing a deal.
@Nigel McAtamney: that’s the VAT. Let’s get rid of it
The Juggernaut of Peace waging Trade Wars with his allies. This could have very serious consequences for Ireland and the 35,000+ people employed in the pharma sector here. It could be big Tech next!
@Iano C: It will have no effect. Pharmaceutical plants are extremely difficult to relocate due to the registration requirements of their medicines. Also, Ireland is the choice to US corporations due to our common language, political stability, excellent support to our big US employers, excellent pharmaceutical compliance and regulatory adherence and relative proximity to markets.
Wouldn’t worry about it.
@Kieran Woods: agree. Besides the US locals aren’t educated enough to fill the jobs the man child wants brought into America. And that ain’t going to change seeing as they are going to gut the dept of education too
@Kieran Woods: If you’re being realistic the only reason any multinationals are here is because we were allowing them to run their revenues through ireland for as low corporate tax as possible. Manufacturing is just operators running machines to a very specific procedure. Any skilled personnel would be offered relocation packages to get plants up and running elsewhere. It can be done anywhere if it makes financial sense. Irelands main advantage was our low corporation tax, but that’s out of our hands now. Hopefully we get another few years out of it but the global hierarchy is Changing and we are extremely exposed.
@Temp Stuff: ‘Man child’ – very childish comment…
He’s doing what’s best for the USA. Pity the Dail crowd dont do the same for Ireland. The Irish economy totally reliant on US companies. Can understand Martin beginning to panic.
@Billy Joe: as every head of state should have the right to. Put your own people first before worrying about the rest.
The boom times are over. Most never noticed the boom, but we will all notice the recession.
You reap what you sow.
Someone just needs to bribe Musk, you know the real president of murica and he will just distract grandpa donnie and maga with more cool videos of ice raids with doctor phil and other washed up maga celebs on tv…..be grand
Trumpy just signed an order disabling anti-bribery laws.
Tell him will withdaw his blue pills. Indeed we will withdraw them for all American men. That will take “him down “a peg
@Helena Camella Cummins: not sure American women would be too happy about that situation….
Poor old Donny will be paying a higher price for his Viagra when this kicks in
According to BBC and CNN, last night. ”It is internationally illegal to place tariffs on ‘medication’ ” If that is the case the media are taking us for a ride.
Tariffs are the soft edge bringing job losses before A.I. kicks in. The world is on the brink of revolutionary change not seen since the printing press or have automated loom.
@Keth 417: Been hearing this for 20+ years. You’ll understand if I reserve my shock for a later date.
Obama promised something similar and before him and so on.
Surly we should be trading with China/russia/ middle and far east / India / Africa in relation to pharma
Previous news article stated that medicines and medical devices were exempt under WTO rules.
@Colm Dillon: Yes, but this is trump they’re dealing with. Rules mean nothing
@Colm Dillon: Unilateral tariffs are also against WTO rules. Didn’t stop him yet.
@Colm Dillon: Don’t be interrupting a good anti Trump story.
Trump is just being Trump. The clown is convinced he us the ring master.
@Sun Rise: Unfortunately he is the ringmaster for now. I like the slogan MAGA – Mexicans always get across.
This is what we deserve for suckling upon the teet of multinational corporations, the USA and the EU.
@Ross: Sounds good but meaningless. We did well from the EU and the American corporations. It is difficult to protect economies or predict the effects of the likes of Putin or Trump coming to power.
Trump is clearly a narcissist who only accepts the narrative in his own mind whatever narrative he comes up with, it seems he believes that all other countries should just accept and be grateful that he’s made these decisions, he imposes tariffs on imported goods but you are bad to America if you place tariffs on American goods in response, I think these are dangerous times for the world and the world economies, what Trump doesn’t see because he as a narcissist believes he’s right no matter what and no one can change that mind set, that the damage Trump can implement on other countries economies can also have a knock on effect on the American economy and his MAGA followers are to blind and to stupid to see it until it’s too late.
Could the EU not scramble a few shackles together and pay someone to take another pop at him? Sorted.
@Barry Murphy: that’s not very nice to suggest someone be killed regardless of who they are
Lefties losing it I love it best president ever imagine a politician not lying and doing what he promised to do
As usual all the eggs in one basket. All it takes in one domino to fall and our economy will not recover. With amount of depth we have the bond markets will kill us. The signs are there on the horizon but nothing will be done to change trajectory.
The EU have only brought this on themselves. They had plenty of time before Trump came back into office to reduce and eventually abolish the high tariffs that they place on American goods. These include a 10% tariff on cars, a 50% tariff on dairy products, a 20% tariff on cereal grains, a 25% tariff on alcoholic beverages and a 20% tariff on steel among others. You reap what you sow. Tariffs are so stupid and are just another tax consumers. However, did the EU really think that Trump was just going to accept the various high tariffs that were in place on American goods? He literally ran his re-election campaign on what he saw as unbalanced tariff rates and unfair trade deals just like his first term. The EU really needs to start accepting that tariffs don’t work if they want to avoid this.
In Robert Kennedy, we have a proud son of Ireland in the regime. Surely we can take advantage of this very special bond we share with the Kennedy dynasty to increase our pharmaceutical exports. It’s good business.
@Argus Romsworth: Problem is the other members of the dynasty have disowned him and I don’t think many Irish people are proud of him.
Surely it can’t be purely coincidental that it’s April 1st…..FOOLS day
@Róisín Flemping Bunt-Himmler: perhaps read the article, report to be ready April 1st?
@Róisín Flemping Bunt-Himmler: prescription or description?
@Tom Newell: The IDA should give him his own data centre for Valentine’s Day!
Forgot it was the America’s job to look after the poor little Irish.
Dole mentality as usual from Irelands hard left losers
A simple solution would be to remove VAT on US imports. This would benefit consumers.
Let’s get it done.
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