Former Esquire Editor Launches Magazine For Dads
Peter Howarth, former editor of Esquire, has announced that the first launch from his new publishing house, Show Media, will be a glossy magazine for expectant fathers.
The 56-page Dad magazine launches this week with a cover price of £2 and aims to provide fathers-to-be with crucial information about pregnancy, the birth, paternity leave, child health and decorating.
The title, which claims to be the first to exclusively cater for dads, will be delivered to new fathers at ante-natal clinics and will also be available to buy at the usual outlets.
Dad, which has the look of a men’s lifestyle magazine, will be edited by Jack O’Sullivan, the former associate editor at The Independent and will include features by Tony Parsons and Miriam Stoppard. The first cover features James Bond star Pierce Brosnan and perhaps the most famous celebrity dad of them all, Manchester United star David Beckham.
Peter Howarth, of Show Media, commented: “There are 22 million men of fathering age in the UK, but to read the current men’s magazines you would think that none of these men is thinking about having children. With Dad we are targeting men who feel ignored and want entertaining information that neither patronises them nor preaches at them.”
The magazine marks a radical departure from the usual booze and boobs formula favoured by the majority of magazines aimed at men. According to Fathers Direct, the new title reflects a social revolution in the UK, where one third of parental childcare in is now done by dads.
The first issue of Dad will be supported by Marks & Spencer, the Children’s Mutual, the Department of Trade and Industry and the Scottish Executive Health Department.
In other magazine news, the National Magazine Company recently unveiled plans to reposition Esquire in the increasingly crowded men’s lifestyle market and is launched a national press campaign to advertise the move (see Esquire Re-Positions For The Thinking Man).
Fathers Direct: 020 7920 9491 www.fathersdirect.com
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