ShortList’s chief exec denies rumours of new mag

ShortList‘s chief executive Mike Soutar rebuffs claims that the publisher is set to launch a new women’s weekly title to rival the likes of Grazia magazine.

Speaking about the reports, which are thought to have surfaced a “few weeks ago” and suggested that ShortList Media planned to launch a free celebrity and fashion title aimed at affluent ABC1 women in the 25 to 40-year-old age bracket, Soutar said – “they really are just rumours” (see ShortList to launch new women’s mag).

“In truth, we have no imminent plans to launch a new title,” he said. “We are very happy with the way we’re going along at the moment. I think people are jumping the gun a bit, we’re only 18 months old.”

However, Soutar didn’t rule out the possibility of future launches or acquisitions for the publisher of the successful free weekly men’s mag, ShortList.

“We’ve got a very ambitious management team and we’re always considering our options. Our new product development programme means that we always have plans and we’re in constant communication with agencies.

“We do hope to grow but we’re not planning anything for the next few months.”

In the latest ABC release, ShortList had the highest circulation in the men’s lifestyle sector at more than 500,000 copies – up 5.1% period on period (see ABC Results Jul-Dec 2008:Shortlist shows staying power in men’s lifestyle sector).