Lad mag v 2.0? The Book of Man launches for ‘a new masculinity’
A new men’s media brand, The Book of Man, launches today to meet the changing needs of UK men and advertisers.
The aim of the digital platform is to provide men in the UK with advice and inspiration making way for ‘the new masculinity’ – exploring topics from mental health issues and expressing emotions to being a great father.
The Book of Man is the antithesis 90s lads’ mags who failed to move with the times and gradually went out of business. Nuts‘ circulation figure halved in just three years to 53,000 in 2014, similarly to FHM dropping from a peak of 775,500 in 1998 to just 66,700 by 2015.
Martin Robinson, CEO, editor and founder of the new brand said that men have limited options in which to explore such issues, and very few consumer brands do “advertising that speaks to them”.
The UK men’s publishing market consists of either “a choice of elite luxury lifestyle brands or downmarket viral new sites,” but The Book of Man delivers something different, Robinson said.
To promote The Book of Man, the team will deliver a consumer launch program reaching over 6 million consumers, plus a national consumer launch program. A social-media focused ad campaign called ‘Provocations’ will also take place, put together by former Droga5 creative director Rick Dodds, promoting positive behaviour.
“It is time for a new masculinity and it’s time for a new brand in men’s media,” said Robinson. “Many men are unhappy at the way they are depicted in the world, and frustrated with old school ideals of masculinity – you only have to look at the stats on depression and suicide to see there is serious dysfunction here.
“Men are fleeing to specialist titles, or skittering online, rootless, with no answers to the questions they have. The Book of Man is a support network to aid men through a time of great social change. And it has a mission: to help shed the armour of old masculinity, and search for something new.”
The mobile-first platform is based on an email membership scheme and will feature editorial contributions from a range of writers and columnists headed up by musician, campaigner and CALM patron, Professor Green. CALM will also be working alongside the publication, in order to increase mental health issues awareness.
“CALM aims to reach men in ways that feel natural and accessible,” said Simon Gunning, CEO of CALM. “Working with The Book of Man allows us to do this and together we hope to raise awareness of the fact that suicide is the single biggest killer of men under 45 in the UK, while also welcoming a new platform for discussion around masculinity and male mental health.”
The business is backed by a group of private investors led by entrepreneur and ex-SAS soldier Kevin Godlington, who will be board director.
Meanwhile, commercial services will be led by chief revenue officer, Mark Sandford, working alongside advertisers as promotional partners to get product into the hands of the audience.
Sandford added: “Right now, men are confused, men are stereotyped and men are lost due to the well aired toxic masculinity that is making everyone look bad.
“The Book of Man is a new UK launch that encourages progressive men to open up and offers male wellbeing advice at its core. We only focus on quality journalism designed to entertain, engage and promote action.”