Bauer Media plans sampling campaign for men’s weekly

Bauer Media is to trial its planned weekly men’s magazine, described as a male version of Grazia magazine, with half a million free copies.

Bauer want to launch a “male version” of Grazia

A one-off 60 page pilot issue will be distributed on 26 October targeting an audience of “upscale 30something men”. The publication is understood to be called Gazetta but Bauer Media cannot confirm the title.

The magazine will be circulated via Bauer Media titles including Q, Mojo, Empire and Golf World and key partnerships with retailers such as Reiss and Top Man. It will also be inserted in 280,000 copies of Grazia and also be distributed using free newspaper Metro’s street teams in key cities and to London’s City A.M. readers.

The magazine will include a mix of key news stories, lifestyle trends and products and is aimed at men “men for whom style is not only about fashion”. There is no launch date yet for the regular newsstand edition.

Advertisers in the pilot issue include BMW, Moschino, Harrods, Calvin Klein, Tag Heuer and Galliano and it is edited by Andrew Pemberton, former editor of US magazines Spin and Blender

The magazine will also build a digital presence through its own website, blog, newsletter and Facebook page.

The launch of the publication coincides with the launch of a male version of Bauer Media’s invitation-only fashion e-commerce site Cocosa. Site members will also be able to sample the pilot issue.

Paul Keenan, Bauer Media chief executive, says: “We are seeking here to create a new brand, with a strong magazine at its core. By working in this way, we believe that we will build our products with the audience.”

Read Marketing Week’s recent feature on men and brand relationships What men want from a brand relationship.

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