Nicholas Craig column

Oct 14 2005 By Nicholas Craig, The Journal

Do you enjoy Sudoku? The addiction appears to have gone worldwide.

It reminds me of the equally perplexing Rubik's cube phenomenon in the 1970s. What amazes me is that brain logic puzzles can capture the imagination in a way advertising companies everywhere would like to bottle if they only knew how.

Brainteasers keep our neural connections well oiled, which is a comfort as we near the end of another taxing week at work.

Sudoku is similar to crosswords - all you need is a pencil and functioning logic to provide the answers. Many of us will be more certain of possessing the pencil than the logic as Friday rolls around.

A surprising consequence of Sudoku fever is an upsurge in newspaper sales of all those 140-plus publications which publish the puzzles. While newspaper companies have been honing their online editions for the 21st Century, a simple brainteaser has successfully increased sales and circulation of the printed version. It seems to have been more effective than sophisticated adverts, new paper sizes and branding in encouraging readership, despite the millions of pounds ploughed into advertising and design.

The straightforward, low-tech Sudoku has persuaded people to part with their money day after day.

Now there are Sudoku contests, handmade Sudokus, magazines devoted to Sudokus and the National Sudoku Championships to enjoy. It is an obsession.

Crosswords and jigsaw puzzles never induced similar frenzies, although I believe the Rubik's cube did lead to sleepless nights for many of its fervent followers.

The simplicity of Sudoku is the key to its success. Simple ideas in business have proved to be equally profitable, and just as difficult to dream up. Sudoku, which still sounds to me more like a martial-arts discipline, fashion trend or a new brand of sushi, has taken English readers by storm because it appears to be exotically different, yet turns out to be reassuringly similar to puzzles completed in our youth.

What next? A resurgence of stamp collecting? Space-hoppers for stressed executives? Cats' cradles for co-ordination?

I am travelling to China for the next couple of weeks. Shanghai is my first port of call, and I will update you from there - a city in which the seduction of Sudoku I have yet to experience.

Nicholas Craig is a partner at Watson Burton LLP.