In a Full Monty-esque move, those at the title have decided to lead their latest PR drive with a free nude male calendar, launched to coincide with its 'banish obesity' communications initiative.
Shot (tastefully, we're assured) in black and white, the calendar features 13 male slimmers - a pin-up each month and one for luck on the back page - who between them have shed 60 stone.
The calendar will be distributed free with the November/December issue of the mag, due out later this month.
The venture is designed to attract publicity to the launch of a network of men-only slimming classes across the UK, in the hope that 125,000 extra men will join up.
Slimming World editor Christine Michael said: 'It's a fun way to raise a big issue,' she added (no pun intended, Diary assumes).