Phat, a monthly general interest/ life-style magazine for teenage boys launches this week, aimed at streetwise boys of 12-16 years. Phat aims to fill a gap in the market which currently centres around specialist titles cover- ing computer games or sports.
Laurence Stubbs, the magazine’s ad manager, told Mediatel that Phat will appeal to the pre- Face and Arena reader, covering lifestyle, music, what’s on and where to go, as well as product information. The first issue has a special item on stakeboarding,and the magazine intends to change its format according to the latest fashions.
PHAT – FOR PRE- FACE & ARENA READERS
|
Cover |
Circ. |
Colour |
|
Price |
000s |
Page |
| Arena |
£2.00 |
81 |
£4000 |
| Face |
£1.80 |
89 |
£4000 |
Readership Profiles: Men/Age/Percent
|
15-17 |
18-24 |
25-34 |
35-44 |
45-54 |
| UK Pop. |
5 |
13 |
20 |
17 |
15 |
| Face |
12 |
51 |
31 |
6 |
1 |
| Arena |
9 |
48 |
34 |
8 |
2 |
Readership Profiles: Men/Class/Percent
|
A |
B |
C1 |
C2 |
D |
E |
| UK Pop. |
3 |
16 |
24 |
29 |
17 |
10 |
| Face |
5 |
15 |
47 |
19 |
4 |
11 |
| Arena |
4 |
22 |
53 |
14 |
3 |
3 |
The editorial content is humourous, pledging to their readers on the first page that, “all articles will be ill researched, badly written and of no interest except to a couple of members of the editorial staff and their close friends”.
Unfortunately, the claim that photos “will be blurred,” is true. The quality of print is poor, and some articles are so blurred they are difficult to read. The issues covered address life from a definite teenage perspective, and include a regular ‘lust list’, reviews on the latest trendy products, as well as a regular focus on one town or city. The leading article in the first issue has caused controversy already; with a story about the popularity of gun culture bringing protests from The Sunday Telegraph and Tory MP Sir Rhodes Boyson. Whilst this has meant a great deal of coverage for the magazine, it also means that they have lost their biggest name advertiser, The Midland Bank, who after such adverse publicity, decided to pull out of its association with the magazine.
Out of 64 pages, 14 carry adverts, the majority of which are for specialist skateboarding clothing and equipment. With an initial print run of 35,000, early signs are that it is selling so well, that Phat is considering a second print run.
PHAT & TEENAGE COMPETITORS – BASICS
|
Cover |
Circ. |
Colour |
|
Price |
000s |
Page |
| Fast Forward |
0.5 |
114 |
£ 3000 |
| Look In |
0.5 |
70 |
£ 1900 |
| Phat |
1.5 |
35 |
£ 1900 |
| Smash Hits |
0.7 |
317 |
£13300 |
| Big |
0.7 |
249 |
£ 6500 |
| TV Hits |
1.1 |
152 |
£ 3200 |
| 24-7 |
1.75 |
45 |
£ 1165 |
| Kerrang! |
1.3 |
44 |
£ 2350 |
Ad manager Laurence Stubbs Tel 081 682 2434
