Bauer launches Gaz7etta

Bauer Media has launched a pilot issue of its new magazine Gaz7etta today (26 October).

The magazine, which takes on the style of sister title Grazia, is a 60-page magazine which combines news and style-focused articles aimed at 30-something men.

Bauer says the magazine is about “news that men can use to improve their lives.”

Over 500,000 free copies of Gaz7etta are being distributed with Grazia magazine, with the idea that women will pass the title on to ’a man in their life.’

The Gaz7etta sampler will also be included with Q, Mojo, Empire, Car, Golf World magazines.

Advertisers include Harrods, Tag Hauer, Galliano, Calvin Klein and Moschino. The title is edited by Andrew Pemberton, fomerly Q and US magazines Spin and Blender.

Ella Dolphin, publisher of Gaz7etta, says of its potential readers: “These are stylish men who demand quality in their life – whether it’s the car they drive, the technology they use, the music they listen to, the sport they play or the clothes they wear. It’s an ambitious magazine and that’s why we are testing it first.”

Paul Keenan, Bauer Media’s chief executive, says: “We are seeking here to create a new brand, with a strong magazine at its core and are using the groundbreaking approach of a pilot issue to trial the multiple ideas and concepts we have created for this man.”

“Our ambition is to make sure that we fashion something new and original rather than an improved version of what’s already out there,” he adds.

Media agencies have reacted positively to the new title. Amy King, deputy head of press at MPG, says she believes the launch is a brave one for Bauer.

“Launching a men’s weekly is quite bold, particularly when the free titles like Shortlist are doing well. But Bauer will have done their research and they obviously have the insight that tells them there’s room for a new title,” adds King.

A price point or full launch date for a full version magazine has yet to be confirmed.

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