Emap is preparing to launch magazine aimed at the older end of the
men’s market, which will focus on business and work.
The magazine will be an attempt to emulate the success of business
magazines such as Forbes and Fast Company and web sites such as
David Davies, managing director of Emap Elan East, which includes former
Wagadon titles the Face and Arena, is heading the team developing the
The publisher is understood to want to get the project off the ground
quickly. It is being developed at the Pine Street offices, where the
former Wagadon titles are based.
It will not, however, be in the Wagadon vein. Neither is Emap planning
to launch its own version of IPC’s older men’s title Later, which at the
last count was achieving sales of just under 90,600 a month, well behind
the top men’s consumer title FHM, which sells just under 703,000 and is
published by Emap.
Davies became managing director of Elan East last month. A former editor
of music magazine Q, he was made editorial director of Heat in the
summer of 1999, in a bid to help boost sales on the then struggling
The older men’s magazine is just one of a number of new launches he is
understood to be working on.
The new title would join other men’s lifestyle magazines already
published by Emap, which aside from Arena, the Face and FHM, includes
- Emap Online, which publishes digital information services for
travellers, skiers, theatregoers and music fans, has signed a
distribution deal with Ericsson. Users of Ericsson’s WAP-enabled mobile
phones will have access to Emap Online’s services including
Bargainholidays. com, music and events site Aloud.com, and 1Ski.com,
which provides global ski reports.