IPC Aims To Take A Bite Out Of Men’s Market
IPC has announced the launch of a magazine, aimed at 25-40 year old men who are interested in food, drink and travel.
The magazine, titled Eat Soup, will go on sale in September with a cover price of £2.50. It comes from IPC’s Loaded stable of titles and promises to combine the irreverent elements of this highly successful magazine with a more serious approach to the ever increasing male interest in cookery, eating out, drinking and travel.
The publishers are confident that they have a strong enough market to target successfully and editor David Lancaster said: “Eat Soup is the title for the man who has everything – but leaves room for the cheese course. We’re aiming to open up the market with a magazine that combines the best food, drink and cookery writing with some of the editorial licence of early Playboy.”
It will be published as a bi-monthly with an initial print run of 70,000, with IPC aiming at a settle down circulation of 45,000.
| ABC Totals (000’s) | Jul-Dec 94 | Jan-Jun 95 | Jul-Dec 95 |
|---|---|---|---|
| Arena | 83 | 76 | 84 |
| Esquire | 110 | 110 | 106 |
| Face | 101 | 107 | 112 |
| FHM (For Him Magazine) | 81 | 90 | 115 |
| GQ | 126 | 127 | 128 |
| Loaded | 95 | 127 | 174 |
| Maxim | 78 | 98 | |
| Mens Health | 114 | 120 | |
| Sky | 155 | 160 | 161 |
Further information, contact Julie Wilson : 0171 261 5880.