Rachel Barnes and Danuta Kean, Media Week, 21 August 2007, 10:30am

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).

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All Comments

giles howard - 21 August 2007

despite claimed usp, Kate's knickers are clearly visible on front cover?

Sarah Vernon - 21 August 2007

Good to see they're enforcing that ethos by putting Kate Moss in knickers on the cover.

Ben Raworth - 21 August 2007

1. It's

2. Not

3. Going

4. To

5. Be

6. Very

7. Exciting

8. Or

9. Funny

10. Then.

Stephen Murphy - 21 August 2007

11. whatever about being funny, how does it make money??

N - 21 August 2007

Can't wait till they give it out to the tramps at Elephant & Castle bus stops...

Andrew Sanders - 22 August 2007

Tramps outside the Elephant and Castle, they should aim so high

Jonson Walker - 24 August 2007

What's wrong with knickers and nipples anyway did I miss a meeting?

Peter Petrelli - 30 August 2007

really espensive advertising costs thats how it'll make money and it will be full of it. so if theres no knickers or nipples, girls will be in bra's without knickers on? have i got this right?