Bauer Names Its First Foray Into Men’s Mag Market
German magazine giant H Bauer is to name its forthcoming men’s weekly title Cut, and has a provisional launch date of August 12th, according to reports over the weekend.
The publisher is understood to be readying the title, rumoured to be in production last month, and will invest around £8 million in its launch into one of the UK’s most competitive magazine markets. NewsLine has previously reported on the title, although Bauer refused to be drawn on the topic (see H Bauer Rumoured To Be Preparing New Men’s Weekly).
According to a report in yesterday’s Observer, the new title will be similar in form to rival Emap and IPC’s weekly men’s titles, Nuts and Zoo Weekly, headed by former Men’s Health editor, Simon Geller. The publisher is also understood to have poached several sales staff from Dennis publishing to help launch the title.
Cut will be priced at a competitive £1, but will be sold at 50p for the first few weeks, according to industry sources quoted by the Observer.
Last week it was revealed that sales of traditional men’s lifestyle magazines have been impacted by the launch of weekly competitors, Nuts and Zoo, hampering circulations and causing concern amongst publishers. If successful Cut will certainly add to the pressure facing traditional monthly titles (see Nuts And Zoo Hit Sales Of Monthly Lads’ Mags).
Elsewhere in the men’s market, compact men’s magazine Jack was closed last week, with owner Dennis Publishing laying off staff due to poor sales. The title had been increasing circulation, but was axed to allow concentration by Dennis on “profitable titles and on new projects” (see Dennis Closes Jack Following Disappointing Sales).
H Bauer Publishing: 020 7241 8000 www.bauer.co.uk
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