IPC unveils media plan for launch of lads’ title

IPC has unveiled the media relations strategy behind the launch on 22 January of its weekly men’s title, Nuts.

Details of the launch have been kept under wraps, but it is believed PR tactics will involve a mix of news announcements, consumer research and promotional activity in national and regional papers and radio.

It will also include outdoor promotional activity aimed at the magazine’s 16 to 35- year-old target readership.

Ignite is using an agency founded by Loaded’s former PR man for the launch of the new weekly.

Former Shine Communications MD Michael Frohlich and Loaded account director Graham Drew left Shine to found Resonate in July. IPC Ignite has appointed the agency for PR ahead of the 18 January launch.

The secrecy around the launch contrasts with that of Emap’s rival men’s launch, Zoo Weekly, due at the end of January and set to be edited by Paul Merrill. It is being promoted by Frank PR.

IPC Media editorial director Mike Soutar said: ‘We’ve always maintained that the best way to launch is cloaked in as much secrecy as possible until the end.

‘We prize confidentiality as a real competitive advantage,’ he added. ‘Only in the fullness of time will we be able to say it was the right thing to do. So far, it is.’

Nuts will include sport, news, TV and women and is edited by Phil Hilton.

‘It’s catering to a mass audience,’ said Frohlich. ‘If you have a product 16-35s are interested in, the magazine will be too.’

IPC Ignite PR manager Nicola Woods refused to say whether Resonate would be invited to pitch for Loaded’s consumer PR account.

‘Loaded’s PR continues to be run on a project basis and will be fulfilled by the most suitable agency,’ she said.

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