New national men’s magazine ShortList launched yesterday. Although the focus and most noise was concentrated on London, copies were available across Manchester city centre.
The paper’s publisher Mike Soutar told How-Do in August that the target market is 18 to 35 year old men and that the proposed circulation would be 500,000 copies of which 350,000 copies would be distributed in London. The balance was going out to commuters in Manchester and Birmingham primarily with additional distribution in Leeds, Edinburgh and Glasgow.
Manchester distribution is expected to settle down around 30,000+ copies a week.
Paul Mulholland, an account executive with SKV PR airs his views on the new title for How-Do.
“The new national weekly free men's magazine Shortlist launched this week, featuring news, features, fashion, TV and sport.
Most free distribution publications are lacking in quality. But this looks and feels like a proper mag - full colour, large format and easily something you might shell out for in the newsagent's.
Lying somewhere between GQ and Nuts for grown-up men, it's filling a publishing no man's land - think a giveaway FHM or Loaded. The magazine embodies the same lively, humorous style which has made those titles - but, vital difference, with no nudes, so at least you don't feel you are reading a grubby top shelf magazine on the bus home from work.
It is not only being handed out free but is also stacked alongside the MEN in Manchester city centre, so a deal has clearly been done, with the paper feeling this is another magnet for that elusive male professional reader.
Mulholland/SKV
Features include: discover your inner Bond, autumn's must-have jacket, and lots of Top Ten and Best Five columns focussing on movies, music, the Web and celebs.
In the long run a weekly men’s magazine might find it hard to compete with the big boys. Shortlist's main appeal is that if the daily headlines are too dull or depressing, you get a free read with pics of ladies, cars and the latest toys men should know better than to buy.
No agony aunt page, though - if only it gave advice on how to explain to your girlfriend that you’ve forfeited her engagement ring for a time-share in a Ferrari, just so you can enjoy it together…. “
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