Men’s Mag Newcomer Eyes Style Conscious Audience
A new men’s magazine will launch itself into the already saturated market this month as Blink, the first title from independent publisher Parallel Sky, attempts to create a niche movies, style and music bible for an altogether more discerning reader.
The magazine, launching on 4 May, promises a mix of features on the latest in film and music, plus fashion exclusives, reviews of gadgets, cars and travel as well as the staple of any lad’s mag, “desirable women”. Blink‘s publisher and editorial director, Adrian Grant, claims the title is a highbrow alternative to the “page three style” mens mags currently gracing newsagents’ shelves.
Explaining the title’s appeal he stated: “We’re creating a unique publication, something that’s never been done before in the UK. We’re not aiming to follow the same formula as other lads’ magazines, we’re not going to be putting glamour models on the front cover, we’re really about quality and giving guys something different to read and to look at. That tabloid-ish marketplace is pretty much saturated already so I don’t think we really have any direct competition at the moment.”
Positioning itself between Q, Empire and Esquire, Blink will be printed in a unique, larger size “coffee-table book” format in an attempt to push itself further away from existing men’s magazines.
Harrison Funk, an experienced music and film photographer and the magazine’s creative director, explained that the title will deliver top-class photography to present a quality read that feels less like the “soft-porn title” he feels most current men’s titles offer.
“I was heavily influenced by the photography in Life and Rolling Stone as a youth and see Blink combining the finest in photography, design, and editorial in a unique, larger format for a British publication.”
He added: “I’m very excited about the never ending possibilities of what we can achieve visually now and in the future.”
Blink’s entry into the market comes at a tricky time for men’s magazines. The future of Emap’s The Face currently hangs in the balance as the once iconic magazine faces imminent closure if a buyer cannot be found (see The Face Attracts Attention From Potential Buyers).
Entering the market alongside newly launched Nuts and Zoo Weekly will also prove difficult as Blink steps into the most crowded men’s magazine market in history. Established brands such as FHM, GQ and Empire will also prove fierce opponents, likely to adapt their content to combat any threat from Blink.
Blink Magazine: 020 7938 6747 www.blinkmagazine.com
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