IPC Launches Nuts To Crack Men’s Magazine Market
IPC has confirmed its intention to challenge Emap in the men’s weekly magazine market with the launch of a new title, called Nuts, with the backing of an extensive £8 million marketing campaign.
The magazine, which has been in development since November 2002, will offer readers a mix of sport, news, television and women in a “fast and accessible” format. It will be given away to more than one million men next week, before going on sale on 22 January.
The title will compete directly with Emap’s eagerly awaited men’s lifestyle magazine, Zoo Weekly, which also launches later this month for males interested in sport, news, entertainment, gossip and glamorous women (see New Emap Men’s Magazine To Be Called Zoo Weekly).
Nuts will be edited by Phil Hilton, who was previously editor of Men’s Health and launch editor of IPC’s now defunct Later. He will be joined by Derek Harbinson, who joins from Haymarket as deputy editor.
The title represents the first fruit of the media launch programme announced by IPC chief executive, Sylvia Auton, last year. The project has been led by editorial director, Mike Soutar, who will continue to oversee Nuts during its crucial launch phase.
Commenting on the magazine, Auton said: “The men’s weekly market is bursting with potential, and we believe this launch will significantly grow the market as a whole. Nuts is a good indication of the scale and ambition of our launch programme.”
Soutar added: “Nuts has the mainstream appeal of a popular daily, combined with the wit and colour of a glossy men’s monthly. With fascinating stories and memorable photography, Nuts will be the fuel for conversations in bars up and down the land.”
The launch will be backed by IPC’s biggest launch campaign to date, which begins with a national television push on 18 January. This will be followed by extensive press, PR and retail support with creative by Abbott Mead Vickers BBDO.
The launches from IPC and Emap represent a first for the men’s lifestyle sector, which has previously only consisted of monthly titles. However, if Nuts and Zoo Weekly prove successful the format is sure to be copied by other publishers.
IPC Media: 0870 4445000 www.ipcmedia.com
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