Three pitching for IPC’s latest men’s magazine

IPC is holding pitches for the publicity account for Later, its biggest men’s magazine launch since Loaded burst onto the scene in 1994.

IPC is holding pitches for the publicity account for Later, its

biggest men’s magazine launch since Loaded burst onto the scene in

1994.



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

May.



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.



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