IPC Launch To Come Later This Year

IPC Magazines has announced that it is to launch a new men’s title in the Spring, with which it intends to redefine the men’s magazine market. The new magazine, Later, will be edited by ex-Men’s Health editor, Phil Hilton, who left Rodale Press last year to join IPC (see Newsline).

According to its publisher, Later will be aimed at the 25-40 year old male who might have grown weary of the current men’s market, which for the past few years has been dominated by the likes of IPC’s Loaded and Emap’s FHM . Hilton told Newsline this afternoon that Later’s editorial had a ‘different agenda’ to its laddish peers. IPC has handed the launch campaign for the new men’s title, worth £2.5 million, to Fallon McElligott without a pitch.

Andy McDuff, managing director at IPC’s Music & Sport Group, commented: “IPC’s Loaded started the boom in the men’s magazine market in 1994. Now, five years on, we have even bigger plans to redefine the market once again.

“The market has a retail value of £76 million, with a staggering 115 per cent copy sales growth since 1995. However, existing readership is predominantly 18-24 year olds, and we feel that there is a very elusive, untapped older audience waiting for their own magazine.”

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IPC Magazines: 0171 261 6575