IPC Magazines has handed the 2.5m launch campaign for its new men’s magazine Later to Fallon McElligott without a pitch.
The magazine is aimed at men aged 25 to 40 and will be IPC’s biggest launch since last year’s management buyout.
It is designed to move men on from magazines aimed at a younger age group, such as the publishing group’s Loaded or EMAP Metro’s FHM.
Fallon McElligott beat Duckworth Finn Grubb Waters in a pitch for Loaded last December. This gain makes Later Fallon McElligott’s second IPC win in three months. Loaded will relaunch in April, while Later will launch in the spring.
One insider says: “It was felt having Later and Loaded in the same agency was a natural fit.”
Later will be edited by Phil Hilton, who is a former editor of Men’s Health magazine. The title will be published by IPC’s Music & Sport Group.
Since 1995 the men’s magazine sector has more than doubled to 1.5 million copy sales. The current retail value of this market is 76m.