We have spent much time around Haymarket talking about it. Craig Smith wrote on his blog yesterday that given that it will be edited by "Phil Hilton, former editor of Nuts, and is expected to compete with the paid-for weeklies, expect the sort of titillation that, when I was entering that age group, could only be found on the top shelf".The market it is targeting of 18-35 year olds suggests Smith is right. It is the same audience that Nuts and Zoo is aimed at although, if it turns out be acres of flesh with picture captions, it will be a wasted opportunity.This is because there is an opening with the development of the men’s market to produce something better and more interesting - yes that's right, I am talking about the all-elusive intelligent men's magazine. What is that exactly? Well, ‘Sport’ offers a glimpse into what this might be. I'm not a terrific sports fan and really have no interest in surfing, sailing, F1 or cricket for that matter, but the magazine has plenty of words with big-name interviews featuring decent pictures spread over three or four pages. It also has plenty of decent ad pages and has attracted a variety of major brands Mazda, Dolce Gabbana, RBS, Sony Erricsson and Toyota. Today's issue for instance has a BMW cover wrap. These are not bargain basement advertisers.It points the way for a slightly older intelligent market. We all know Nuts is read by school kids and, if it has many readers over the age of 25, then my guess is that they are mentally challenged…wait that could also describe readers of Maxim as well.There are other magazines out there doing interesting things and still going strong. Uncut, for instance, but really it is too much about the music and geeky with it too. It always seems to be full of stuff on Bob Dylan. I own a lot of Dylan, but don't really want to read about it.So what I am suggesting, what I think would work is geeky, but not too geeky, cool, but not too cool. Affordable and not outrageously expensive – I mean I read GQ, but really I know it is aimed at investment bankers.A mix of music and TV and film, and yes, some sport and fitness as well, fashion, architecture and, yes, some politics and books. It means also that you don't put some girl in her underwear on the cover every week…actually any week. Women on the front page sure, but in a relevant way. Jessica Alba promoting the Fantastic Four is not a problem (although the Silver Surfer is better – maybe pushing the geek barometer up there), but she doesn't need to be in a bikini does she?There are other ingredients I'm sure, but what do people want to read?
Gordon Macmillan
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