In purely demographic terms, Mark Millar isn’t too different from the rest of us. He’s a middle-aged, wiry-haired, churchgoing Scot with two kids. He subscribes to The Spectator, and enjoys his ‘weekly treat’ of reading the latest issue in the bath. So, unless you have excavated this copy from the yellowing stack in your dentist’s surgery, he could even be scanning these words at the same time as you — right now. But demographics, often inadequate, are practically useless when