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Soutar goes upmarket 

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More details of Mike Soutar's forthcoming free men's magazine have emerged and I'm glad to say that he appears to be listening to what a chorus in the industry have been saying and going upmarket. I'm sure it will be a hit.I have wittered on about this before. In a market that offers men so little in terms of magazines, an upmarket, at least a breast-free, magazine could be a hit.

In a piece in The Observer yesterday (I know very slow today, but it is a case of returning from hols and catching up with everything) promised a magazine that will give 'the man with more than one thing on his mind' a weekly fix of news, sport, business, fashion and motoring.

Soutar told The Observer that it will be upmarket "a post-lads' mag" title aimed at 18- to 35-year-olds "with promising careers".

"When we were researching this, we wanted to find out why the mainstream men's market is in decline. We found that men haven't fallen out of love with magazines; the magazines themselves have alienated them," Soutar said.

It sounds promising and I really think that the free nature, and being first to this segment of the market with such a product, will give them space to breathe and try new things and not be sucked into the need to put naked female flesh on the front cover to drive sales, which is the blackhole that the monthly men's titles mostly find themselves in.

Due to launch on September 20, it could be a big hit with advertisers who will find its nationwide metropolitan distribution targeting young men attractive (if the content is there).

"High end advertisers such as car companies and fashion brands are not well-served by existing magazines. At the moment, they can either reach relatively small numbers of men or hold their noses and go into the adolescent weeklies," Soutar said.
Published Aug 07 2007, 11:53 AM by Gordon Macmillan
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by Will Callaghan
August 16, 2007 1:45 PM
 
*cough cough* "the site for men who have more on their minds than girls, cars and sport." ...from the Mansized.co.uk launch press release back in Mar '06 and covered by Brand Republic: http://www.brandrepublic.com/News/549291/Former-menshealthcouk-editor-launches-Mansized-website-men/ Bright minds think alike eh?
 
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Gordon Macmillan

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