IPC plans unisex lifestyle title

IPC Magazines is planning to launch a unisex lifestyle magazine as one of four new titles to be launched by the end of the year.

It is thought the new magazine will cover general interest, fashion and lifestyle for both men and women, and is a development on IPC’s presence in the gender specific market with Loaded and Marie Claire.

The idea follows an initiative from EMAP Elan’s New Woman which includes a men’s section within its covers, acknowledging that men read their partner’s magazines.

Women are also thought to be avid readers of men’s magazines FHM and Loaded.

The concept, brainchild of ex-deputy editor of Wedding & Home magazine Jane Bruton, is being developed by Bruton as editor, within the publisher’s special projects team. Jeanette Baker, former editor of Mizz, is working as her deputy.

A spokeswoman for IPC says the title has been taken to the company board but has yet to gain approval. It is estimated the project is four to five months from fruition.

It is thought IPC plans to launch another men’s magazine to take on FHM. The nature of the other two new titles is unknown.

Loaded is IPC’s only dedicated men’s title. It’s July to December 1997 circulation was up 36.7 per cent year-on-year to 441,567. However, it had already lost ground to EMAP Metro’s FHM, which was up 76.3 per cent year-on-year to 644,110.

IPC bought itself out from Reed Elsevier in an 861m management buyout on January 15.

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