IPC is holding pitches for the publicity account for Later, its
biggest men’s magazine launch since Loaded burst onto the scene in
Freud Communications, Beer Davies and Jackie Cooper PR have all been
invited to pitch for Later.
MacLaurin Communications was in the running for the account, but was
presented with a potential clash of interests: the agency already
handles PR for three Emap magazine titles.
Pitches for the account, which forms part of a pounds 2.5 million
marketing package, will take place in the middle of next week. An exact
figure for the account is not known, but it is thought that it will be
less than pounds 100,000 in fees.
A decision on the account is expected to be made soon after the pitches
are heard, as the magazine is due to launch before the beginning of
The agency which lands the account will not be able to promote the
product as yet another ’middle shelf’ men’s magazine full of the usual
fare of lager and naked women.
Later will attempt to tap into a market which was previously aspired to
by GQ. It is aimed at 25 to 40-year-old men who have grown out of
magazines such as Loaded, FHM and Maxim.
All the agencies involved have strong media PR credentials. Beer Davies
handles Viz and has done work for Hello. Freud represents the Ginger
Media Group and has worked on FHM, while Jackie Cooper PR is working on
the Clothes Show and cable channel Bravo.