Jake Jones is an 18-year-old student living in London who works part-time in retail. He spends his Saturdays studying during the day and going out at night. His last 10 purchases included a CD, ready meals, drinks, magazines, clothes, DVDs, a book, cinema tickets, and train tickets. The magazine links its content to Jake's interests by featuring an album in the same genre as the CD he bought, reviewing food and restaurants, including fashion articles, and covering music downloads and tours.