Magazine article Marketing

Rivals Put Pounds 16m Behind Weekly Men's Launches

Magazine article Marketing

Rivals Put Pounds 16m Behind Weekly Men's Launches

Article excerpt

The men's magazine market is to undergo a major shake-up as IPC Media and Emap go head-to-head with the launch of weekly men's titles, each backed by an pounds 8m marketing spend.

Emap's offering, Zoo Weekly, launches at the end of the month and will target 16- to 30-year-old men with a blend of news, features, TV listings and celebrity columnists. Emap says the magazine harnesses its expertise in the men's market, as demonstrated by market-leading monthly FHM and its success in the weekly sector with Heat and Closer. Emap is targeting a circulation of 150,000 within a year.

IPC's title Nuts will be given away to more than one million men next week and the first paid-for issue goes on sale on January 22. Content will include sport, news, television and women.

IPC describes Nuts as popular daily meets glossy men's monthly. IPC has denied claims that Nuts is a spoiler to Zoo Weekly, billing it instead as the first product of the IPC Media launch programme, headed by IPC editorial director Mike Soutar. …

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