Men’s Sector Hots Up With Ice

Ice Publications is launching a new title into the men’s lifestyle market despite recent ABC results which fuelled speculation that the sector is already overcrowded (see Newsline).

Ice, which describes itself as “a magazine that recognises that men are not easily categorised,” will launch on 30 August with a cover price of £3 and target men in the 18-30 bracket.

The magazine’s editor, Jonathan Richards, said: “I’m insulted as a consumer by the polarity of the men’s market and incipient cloning. We can play the lad card, be it in a club, at the footy or down the pub, but we also do other stuff too – relationships, work and beyond. Ice will not do 20-page fashion shoots nor will we do pictures of blokes being sick over each other (like Front).”

The first issue, which will have a print run of 200,000, and will include features on the SAS and the effects of cannabis on sex as well as pictures of Pamela Anderson and model Kathy Lloyd.

Publisher, James Kimber, added: “We still see huge opportunities for sales and advertising revenue in the men’s lifestyle sector. Ice will offer advertisers a unique environment into which to showcase their products and services to a young affluent male audience.”

The magazine, which is Ice Publications’ first title, launches into the sector at a time when growing competition and an increasingly fickle readership is taking its toll. The sector overall saw circulation drop 2.4% in the latest ABC’s and leading titles like FHM, Loaded and Maxim all felt the pinch (see Has The Bubble Burst For Men’s Mags?).

Ice Publications: 020 8563 2111

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