Mens magazine FHM is hoping to have cornered the market on experienced agony uncles with the introduction of four worldy-wise writers each over 100 years old.
Dubbed the "centurions", the elderly columnists have a combined age of more than 400 years and will be expected to answer a range of questions posed by readers.
The four "real heroes" have been taken on to inspire and provide guidance to a generation of younger men, according to FHM deputy editor Chris Bell.
The columnists are Eric Woodward, 100, from Herefordshire; Buster Martin, 100, from London; Harry Patch, 109, from Somerset; and Alec Holden, 100, from Surrey.
In their first columns, the men answer questions on subjects ranging from career problems to travel and relationships.
When asked by a man in his late 20s whether he should give in to his girlfriend's wish to get married - even though he's not in love with her - Buster replies: "If you don't like her, then why the hell are you with her? You want shooting for that attitude.
"Don't be so lame - clearly you're not up to much yourself."
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