TransCity

As head coach of Feyenoord, Ruud Gullit has helped Dirk Kuyt and Salomon Kalou to develop into some of the best football players in the Dutch league. Dissappointing team results however, resulted in Ruud Gullit resigning at the end of last season. His successor has not done much better. Feyenoord’s real problem is probably not the coach, but the chairman.

But now Ruud is back with the magazine GULLIT. The magazine is a trial, made by Mood for Magazines, responsible for one of the Netherlands most successful print media launches in recent years: LINDA.

Will a successful trial result in launching GULLIT as a new monthly in the Netherlands? We can only hope so. Would the magazine then become part of the ever growing ethnic media landscape? Not really. On page 157 there’s an article on Gangsta Rap and on page 138 we find a story on football in Suriname. But the rest of its content is targeted at a wider, more mainstream audience.

With Ruud Gullit himself presented as the editor-in-chief, the magazine could appeal to a mass audience with football as a major part of the publication. An Afro-Dutch man as carrier of a magazine that might have a mass appeal in the Netherlands, would be a major breakthrough in a country that often does not reflect its growing cultural diversity in the mainstream print media.