Cabal Communications has announced the launch of its new upmarket men’s magazine. Called Mondo, this “stylish, contemporary and self-assured” title will be available from 4 October.
Its aim is to revitalise the men’s lifestyle market which has become stale in recent years, according to Cabal’s chief executive, Sally O’Sullivan: “Over the past few years the leading men’s lifestyle titles have become virtually indistinguishable,” she said. “Mondo offers a fresh, sophisticated mix of top editorial for the discerning 25+ reader who is looking for something more challenging, entertaining and free thinking.”
It is a move into the older men’s age group for the company, which also publishes Front. “Having successfully targeted younger men with Front, Cabal is now ready to move on to the 25 to 40 age group with a title that truly reflects the 21st century Mondo men.”
In a sector dominated by titles for younger men the older men’s lifestyle market has been gaining attention in recent months as the lads mag bubble shows signs of bursting (see Lads’ Mags Suffer As Bubble Begins To Burst). After a raft of launches in the late 80’s and 90’s – Arena, GQ and Esquire – created a staple “older men’s” mag, variations on the theme have invariably failed to hit the right note.
This year has already seen the launch and collapse of Men’s’ Quest, which closed after just two issues. Its demise was blamed in part for its attempt to break the mould of the older men’s market by refusing to show semi-naked women. Another attempt to tap into the post-lads market – Deluxe -, published by Wagadon in 1998, lasted just 9 months. Later entered the market last year (see Later Looks For An Older Lad), but was slipping in the most recent ABC figures, selling only 90,000 copies per issue, way behind its initial print run.
Cabal’s offering is an attempt to combine the controversial elements of Later and Loaded with the serious reporting found in Arena and Esquire. It will be “positive and progressive, imaginative and inspiring”, according to its editor, Push. Bearing the strapline “World of Pleasure”, it will “offer a widescreen view of the world and its multitude of technicolour pleasures.”
A £1 million marketing push will launch the mag, the only title to come out of Cabal this year.
Cabal Communications: 020 7554 5700
