This book discusses Tatler, a monthly glossy magazine aimed at the wealthiest/aspirational groups in British society to explore how it addresses social change. The period discussed is from 1997, the year New Labour was elected under Tony Blair, to 2010 when the Conservative party, and David Cameron, came into power. It started with a buoyant economy, which continued for much of the millennium, until the financial crash in the summer of 2007. The effects of this “boom to bust” economy were widespread. For wealthy elites, London’s role as a major financial centre created a battle for resources, and features in the magazine express anxieties regarding new money. There is also a sense of optimism, of “bling bling” and lavish spectacle as the norm. Humour, which carries the potential for misinterpretation, plays an important part in the magazine’s identity, and its role in disseminating ideas of social change are discussed.