MEDIA: Sports Newspapers to offer Ladsmag

A new lads mag - called Ladsmag - is to hit the newsstands on 21 March.

'It will be in the traditional style a la Loaded and FHM but a bit more risque,' according to features editor John Warburton.

The monthly title, aimed squarely at men aged 18 to 30-years-old, is the latest product from the stable of Sport Newspapers, which publishes the Sunday and Daily Sport tabloids.

'We are quite confident it will take off. The readers are single lads with big disposable incomes, the same readership as the Sport,' Warburton said.

Edited by former Sunday Sport editor Mark Harris, the format of the magazine apes the established titles of the genre.

PROs will find similar ground covered, such as consumer technology, travel, motoring, drink, food, health, sport and entertainment.

'It's stuff you would want to talk about in the pub, such as gadgets and bizarre holidays. The pictures will be a little bit raunchier than usual,' added Warburton, a former showbiz editor at Sport Newspapers.

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