About a month after this interview the critic Ian Herbert started using the phrase “in-yer-face” in various columns of the publication "Theatre Record", for which he was the editor. Sierz Remarked that Herbert "chose the more direct “in-yer-face” formulation over the more staid “in-your-face”". After Herbert's writings in "Theatre Record" the phrase began to be used by other critics and, according to Sierz, "By the time Mark Ravenhill’s "Shopping and Fucking" opened at the Royal Court in October 1996, the expression was spreading rapidly".