MEDIA: Emap to target the older man

Emap is preparing to launch magazine aimed at the older end of the men’s market, which will focus on business and work.

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

ft.com.



David Davies, managing director of Emap Elan East, which includes former

Wagadon titles the Face and Arena, is heading the team developing the

new magazine.



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

magazine.



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

Sky magazine.



- 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.



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