Last but not least: career-oriented men are deprived of fun
With a strategy that is entirely new to its segment, the men’s magazine Short List is set to enter the English magazine market. Instead of featuring a lot of skin and a distinct pin-up style—as seen in its competitors GQ, Esquire, and the like—Short List aims to deliberately present itself as proper and respectable.
The men's magazine Short List will soon be entering the UK magazine market with a completely new strategy for its segment. Instead of a lot of naked skin and a clear pin-up character like its competitors from GQ, Esquire and the like, Short List deliberately wants to be correct and decent. "We don't want to embarrass our readers," emphasizes lead investor Mike Soutar. Naked facts and swearing are consistently avoided in the magazine, which is aimed at career-oriented men between twenty and forty, and the distribution concept is also unconventional: similar to the successful commuter newspapers in this country, the well-behaved men's magazine is to be distributed publicly. As the New York Times reports, the new magazine is based on the success of the French magazine Sport, which, as a commuter paper, has captured large parts of the French and English advertising market in just three years and whose circulation will soon reach millions.
It is highly doubtful whether the break with the men's magazine tradition is the right step to achieve success in the badly declining market segment.
For advertisers, the decisive factor will be whether the magazine's content can make up for the wasted impact of the cover, the New York Times continues. Experience shows that the quality of the cover determines the success of a glossy magazine by thirty to forty percent. Soutar does not yet want to reveal what will make the cover of Short List shine. And nobody is interested in what's inside.
It is highly doubtful whether the break with the men's magazine tradition is the right step to achieve success in the badly declining market segment.
For advertisers, the decisive factor will be whether the magazine's content can make up for the wasted impact of the cover, the New York Times continues. Experience shows that the quality of the cover determines the success of a glossy magazine by thirty to forty percent. Soutar does not yet want to reveal what will make the cover of Short List shine. And nobody is interested in what's inside.
