My incantation did not work, and I think I know why.

In September 2008, seven months ago, I blogged a rather tongue-in-cheek "incantation", urging you all to go to the North Country Inn, in Barnstaple town centre. It is probably the town's oldest pub and has (still) not been ruined, as far as I can tell, by redevelopment or fashionable decoration. I really wanted this pub to succeed, to become a much-needed beer-drinking gem; the building and interior are superb, and it has a reasonable location.

I really wanted - want - that pub to succeed, because I can see the potential, but my plea was, in hindsight, somewhat misguided and too optimistic. The North Country Inn, which is owned by Enterprise Inns, one of the giant pubcos who are getting a lot of abuse from MPs, landlords and drinkers, has closed and is up for sale. I don't know who is to blame for the pub closing, but I know why I didn't go there after my last visit.

The second-to-last time I visited the North Country, and I was not a regular, I enjoyed some simple but enjoyable pub grub and a decent pint.  The place seemed friendly, if a little bare and devoid of Proper Local atmosphere, but it had, as I say, potential, not least because of its fabulous wooden windowframes. Well that was then.

The last time I visited, what I took to be the manic desperation of a pub fighting the wrong battle for survival was in evidence: the tacky corporate-style posters in display cases on the wall outside the front door, advertising wares as if the pub was a branch of McDonald's not one of North Devon's most historic inns, and the skull-splittingly loud pop music both indicated to me that this place had missed a trick and was doomed. At the bar, things were worse.

A handful of drinkers, most of whom had yet to see their 21st birthday, I guessed, stood with the unrelaxed demeanour of teenagers everywhere, occasionally shouting chunks of "conversation" above the tinny house music; I actually felt a bit sorry for them; it was hardly a carefree vibe. The barmaid was very friendly, but told me there was no real beer, only lager and Guinness. I ordered a pint of the latter, and the poor girl had no idea how to pour it.

I took my badly-poured pint to the unsurprisingly-empty front section of the pub, and hunkered down beneath the occasional teenage shouts and techno. I went in to a damage-limitation reverie and thought of a bustling, but unmaniac, town centre local, with a row of glorious well-kept local ales on offer, a careful and knowledgeable landlord or landlady busy behind the bar, groups of friends enjoying animated conversations at tables, maybe an old man reading the cricket scores at the bar, a game of darts in one corner, a round of cards in another corner, and all among us the unspoken sense that character and community are better friends than corporations and spreadsheets, and the enlivening feeling of useful escape from work and duty.

I drank my pint as quickly as I could and escaped in to the dank night, keeping my remaining beer cash for another day.

I am a passionate pub lover and I say this with no satisfaction: the deadwood in our pub trade is being felled.