Even before its launch, men’s magazine Eat Soup is being dubbed the son
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
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
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
1987 Assistant editor, Production Engineer
1988 Deputy news editor, Motorcycle News International
1995 Director, Top Gear
1996 Editor, Eat Soup