MEDIA: PROFILE; Lads love slaving over a hot stove: David Lancaster, editor, Eat Soup

Even before its launch, men’s magazine Eat Soup is being dubbed the son of Loaded.

Even before its launch, men’s magazine Eat Soup is being dubbed the son

of Loaded.

IPC Magazines’ lad’s title Loaded has taken the men’s magazine market by

storm since it launched two years ago with its diet of sex, football and

men-behaving-badly antics.

Eat Soup is aimed at the upmarket lad - men aged 25 to 40 who have an

avid interest in food drink and travel - but it is still aimed fair and

square at bachelors - or at least men who consider themselves such, even

if they are in a relationship. Editor David Lancaster is one of them.

Thirty-year-old Lancaster, who lives on a boat on Paddington Basin in

west London with his girlfriend Kate, says he still considers himself a


Lancaster, who came up with the idea for the magazine, denies it is

being created to capitalise on Loaded’s success, but a look at the first

dummy cover, featuring a buxom wench cradling a lobster, gives a pretty

good idea that the content will be right up lad street.

‘We’re aiming to open up the market with a magazine that combines the

best food, drink and cooking writing with some of the editorial licence

of early Playboy - lavish, not laddish.’

Lancaster said he hit on the idea because most of the cookery magazines

in the market are aimed at women. ‘It’s very easy to say men only want

to know how to cook chilli con carne, but there is a general feeling

that men do want to know more. We won’t be haute cuisine, but we’ll

supply buying tips and write about food in a far wittier and funny way

- and we won’t be saying watch out for the calories,’ he says.

Lancaster is not the first to cotton on to the fact that men are

interested in food. Sainsbury’s The Magazine recently announced that its

male readers - 800,000 of them - ‘vastly outnumber’ the male readership

of any other UK men’s monthly magazine.

Lancaster considered Eat Soup as a TV programme, but preferred the

stronger branding that comes with magazines. Indeed Lancaster has

experience of working in both magazines and television.

His first job as a journalist was on an obscure institution journal

called Production Engineer. He later moved to Motorcycle News

International as deputy news editor, followed by a two-year spell

freelancing. Lancaster moved back into writing about boys and their

toys, taking up a job as deputy news editor on Emap’s ill-fated Car

Week, leaving two months before it folded. He worked briefly as a

researcher for the Ideal Works Productions’ programme Ride-On Glasgow

for Channel 4. and later at the BBC as a director on its popular Top

Gear programme.

Eat Soup will hit newsstands in September, initially twice a year with a

print run of 70,000 and hoped for settle-down sales of 45,000.

‘IPC’s Empire started with very low sales of around 40,000 and built up.

We’re doing the same,’ says Lancaster. ‘We are hoping that men may buy

this as a second lifestyle magazine, or in addition to their specialist

sport title.’


1987 Assistant editor, Production Engineer

1988 Deputy news editor, Motorcycle News International

1995 Director, Top Gear

1996 Editor, Eat Soup

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