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ShortList confirms launch date of Thursday 20 September |
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Friday, 14 September 2007 |
The new weekly free men's magazine, ShortList, is launching on Thursday 20 September and has confirmed that it is planning to ‘upweight’ its proposed Manchester circulation.
The paper’s publisher Mike Soutar told How-Do in August that the target mmarket 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 with the balance going out to commuters in Manchester and Birmingham primarily with additional distribution in Leeds, Edinburgh and Glasgow.
Pagination is expected at 48 pages.
 Soutar
These are believed to include two sales houses pitching for the out of London agency business and also direct sales staff based in Manchester. Marsden said he expected a decision to be made by next Tuesday.
He also told How-Do that their plans for distribution in Manchester had changed. He would not be drawn as to these beyond saying an innovative proposal was in the wings and again he was hoping to confirm their plans early next week.
ShortList is planning a major agency presentation in Manchester in October.
The magazine will compete with the Metro and MEN and in due course potentially by Network Rail’s proposed new free daily for Manchester Piccadilly. Sport magazine, which launched in London last autumn, has also repeatedly said it plans to launch in Manchester and Liverpool but has not yet specified launch dates.
Soutar told How-Do that he didn’t see the competitive free market in London or the regions as a reason for not launching. Rather he stressed, the UK is simply following the Continent’s example where in countries such as Spain, 58% of all print media is now free.
ShortList’s business plan forecasts break even at the end of year two he said.
The paper will be edited by Phil Hilton, a former editor of Nuts and Karl Marsden, previously commercial director of News International's magazines division is the managing director.
The web site, www.shortlist.com will go live on 20 September. Something to add? Then leave a comment below or email us now.
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