Sorted picks Target nmi for launch task

Sorted, the new monthly lifestyle magazine aimed at younger teenage boys, has appointed Target nmi to handle media planning and buying for the publication’s launch.

Sorted, published by Sorted Communications, is aimed at 11- to 16-year-old boys and debuts on January 15. The animated television launch advertising, developed by production company World’s End Productions, features a voiceover by Johnny Vaughan. The TV presenter is a senior partner in World’s End.

The first issue features pop star Beyoncé as its cover star and advertisers include Sega, Converse and Wella. The magazine will have a print run of 250,000.

The campaign breaks on Sky One, E4 and MTV on January 10 and runs until January 25.

Sorted Communications was set up by magazine entrepreneur Russell Church. Nick Williams, the launch publisher for Men’s Health, is on board as marketing director.

Insiders say Church faces a battle to capture the interest of teenage boys, who have plenty of other distractions, including computer games and specialist magazines on sport and music.

Church says: “For years this group has been ignored, with no broad lifestyle magazine dedicated to them. There are special interest magazines out there, but none of these address the general issues that this group wants to talk about.”