Merc’Em Magazine

When I heard that Rio Ferdinand and Ashley Cole were bankrolling a hot new British movie starring Danny Dyer I literally shot my load. Never one to rest on his laurels however, Rio has rightly seen this is a jump-off point for his media empire, with a new online magazine called Rio next up in his grand scheme for world domination.

Sure, on the surface this is a pure vanity project where Rio shows you how rich he is and how many cool famous friends he can stand next to long enough for a photo to be taken, but in reality it is so much more. He promises it will be “packed full of music, fashion, film and sport,” which sounds pretty incredible in my humble opinion. Reports suggest that he has been jetting all over the world to record such thrilling content as amusing virals (please more WORLD CUP WIND Up-esque action Rio!) and non-self-indulgent interviews with stars such as 50 Cent.

The magazine goes ‘live’ next month but quite who it’s aimed at is anyone’s guess. Personally I cannot see what is essentially just a catalogue of what makes Rio his unique self appealing to anyone except his brother and the mentally deficient. So just the mentally deficient then, and we all know how much they struggle with the internet…