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A London-based editor loves his job so much that he is changing his name by deed poll to the Web site he works for. Michael Day, 39, who now wishes to be known as newagegossip.co.uk, says he will not "recognise any correspondence addressed to his previous name". Mr newagegossip.co.uk, says: "Changing my name was a truly liberating experience, but nothing can match the gratitude I feel to my favorite website." Of course, it's all an outrageous stunt. But there is a germ of an interesting site here. By far the most noteworthy feature is Guru Watch, a feedback mechanism for New Age watchers to assess the merits and demerits of these Latter Day Shamans. Jonathan Paton, editor-in-chief at New Age Gossip (NAG), said the London-based site would make the New Age "more democratic". However, NAG's operators will need to put in a lot more coding (or buy in/outsource a decent bulletin board) to make it properly interactive. NAG also plays consumer watchdog with Practitioner Feedback. There's a dating service, book reviews, and event listing for the London area. Paton is not a New Age practitioner himself, but says he's "got an interest in the subject". He is planning localised NAGs for the West Country, UK and Marin County, California. ®

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