Described as one of the "Ideas of the Year" by "The New York Times" in 2006, Simpson wrote on the issue of sport and advertising increasingly using homoerotic imagery, in a process he dubbed "sporno" ("the place where sport and porn meet and produce a gigantic money shot"). Simpson wrote about "sporno" for "Out" magazine commenting that: "whole new generation of young bucks, from twinky soccer players like Manchester United's Alan Smith and Cristiano Ronaldo to rougher prospects like Chelsea's Joe Cole and AC Milan's Kak', keen to emulate their success, are actively pursuing sex-object status in a postmetrosexual, increasingly pornolized world." The London "Times" newspaper also featured sporno in their 'Year in Ideas' list.