Juicy New Title To Poach Sleaze And Face Readers
Juicy, a new lifestyle magazine preaching “urban style and culture” values is set to launch this month, with a readership target similar to that of deceased lifestyle bibles Sleaze and The Face.
Run by a small editorial team and published independently, the title’s website states the magazine’s aim as being: “to bring you all of the Juiciest elements of urban culture from break-dancing to sneakers.”
Juicy enters the market at an interesting time, with a similar remit to that of now defunct titles Sleaze and The Face it has the potential to poach both title’s readers, aiming for a target audience of “16-35 year old urbanite male and female” readers with “a love for urban art and culture”.
However, the title could find itself going head to head with rival upstart Blink magazine. Launched in May, Blink claimed to be a “super-cool, monthly film, music and style magazine”, and has the potential to rival Juicy on all fronts (see Men’s Mag Newcomer Eyes Style Conscious Audience).
Describing its content as mixing the best of urban culture and contemporary design, the title will feature exclusive articles from “up-and-coming writers” as well as “original photography” covering a range of topics. Claiming to be “beautiful” and “collectable”, the blurb also claims “there will be no other magazine like this.”
A relatively low cover price of £3.50, and backing from the Prince’s Trust could give Juicy the edge it needs to compete. However, with news last week that sales of traditional men’s lifestyle magazines are falling rapidly the new title may struggle.
It is believed that the multi-million pound launch of weekly competitors, Nuts and Zoo, earlier this year has impacted on traditional monthlies such as FHM and Loaded cannibalising readerships and impacting circulation figures (see Nuts And Zoo Hit Sales Of Monthly Lads’ Mags).
Elsewhere German publisher H Bauer is preparing to launch a third weekly men’s magazine to the market in the next month, understood to be entitled Cut the new title will receive around £8 million investment to put it on an equal footing to rivals Nuts and Zoo (see Bauer Names Its First Foray Into Men’s Mag Market).
Juicy: 07905 686 855 www.juicymagazine.co.uk
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