No knickers or nipples in new men's title

LONDON - ShortList Media chief executive Mike Soutar has unveiled dummy covers of his free men’s weekly ShortList, claiming that a notice­able absence of knickers and ­nipples will distinguish it from the troubled lads’ mag market.

The title will be available free in commuter hotspots in six British cities when it launches on 20 September. “What you have in the market is a range of magazines that are very good at catering for the adolescent male, but there are four million ABC1 males aged between 18 and 35 in the UK and we know from our research that they feel ignored,” said Soutar.

Editorial director Phil Hilton, who was launch editor of Men’s Health and Nuts, said the magazine would have a news-led agenda. “The big editorial themes we’re looking at are the world of entertainment, iconic film stars, careers success and personal finance. A lot of these ideas are things men’s magazines used to do,” he said.
Soutar added that the magazine would appeal to men’s love of lists and encourage them to develop communities of interest on the associated website.
The print launch will be matched by a web launch. Hilton described the move as ambitious, as magazines usually concentrate on print product before going online.
An interview with Mike Soutar and Emap’s Marcus Rich goes live on Media Week TV today (www.mediaweek.tv).

by Rachel Barnes and Danuta Kean Media Week 21-Aug-07