Media: New mag targets the mature male

Start-up publisher Blue Sky Brands is to launch a monthly magazine, Men’s Quest, aimed at men who are tired of lad culture.The announcement will add weight to the debate that men’s magazines are moving away from the ladism of Loaded and FHM.

Start-up publisher Blue Sky Brands is to launch a monthly magazine,

Men’s Quest, aimed at men who are tired of lad culture.The announcement

will add weight to the debate that men’s magazines are moving away from

the ladism of Loaded and FHM.



Men’s Quest is aimed at 30 plus men in settled relationships. It will

contain interviews with real men rather than celebrities, pieces written

by readers, and articles on travel, culture, books, health and

fatherhood.



And no sex.



’We want to show that you can look forward to getting old and wise,’

said publisher Angus Kennedy.



The title will have an initial print run of 100,000 and its first issue

is due to appear in April. It is edited by David Gatward, who has worked

as a commissioning editor of children and youth publications at Kevin

Mayhew Publications, and more recently produced a quarterly publication

for youth charity CPAS.



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