Tag Archives: Loaded

Should men’s mags ‘upscale’?

Media Week recently asked four key media players (as in key people, not software) whether they agreed with reports that many publishers are now upscaling men’s mags to attract a more affluent reader and advertiser.

Three said ‘No’, while one said ‘Yes’. I’m still undecided. ‘Yes’, because more lower end readers are getting their fix online (hence the popularity of Dennis’ Monkeymag and IPC’s Nuts.co.uk and NME.com). But then I also say ‘No’ because there’ll always be an audience for men’s mags in the lower end. They perhaps just need to make them less embarrassing to read in public. The Sun, which is still going strong, is a perfect example.

So, if by upscale, we mean put less pics of bikni clad women on the cover a la GQ and Esquire, then I say ‘Yes – kinda’. I blogged about men’s mags upscaling a while back (and probably contradict myself).

Still on the topic of lads mags, great article by the Mirror’s Brian Reade today which pointed out the irony in Michael Gove MP blaming lads mags like Nuts, Zoo and Loaded for objectifying women. Brian wondered why Gove missed The Sun off the list, given that Page 3 was also a big offender. Surely nothing to do with Gove being a columnist for the Times, The Sun’s sister paper?

Web traffic growth for Nuts, Loaded et al

NME.com doing well in the fiercely competitive music sector

NME.com doing well in the fiercely competitive music sector

No real surprise for IPC Media given that the lads mags demographic is made up of heavy internet users. But the growth stats are impressive – Nuts.co.uk gained 121 per cent more users year on year, while Loaded grew by 51 per cent. NME.com continues to gain strength on the web with 107 per cent year on year user growth. The growth has been attributed to the integration of video and social networking features.

[via MediaGuardian]

Nuts, NME and Loaded websites record decent unique user growth

IPC Media’s portfolio of youth websites has registered welcome growth in unique users.

Sites like Nuts recorded a growth of nearly 50 per cent between June and November 2007 (according to an ABCe audit).

Take note website marketers thinking of exploiting free social network opportunities: IPC claimed that putting NME video content onto other sites like YouTube has attracted over 2.5 million viewings. No doubt this has helped reciprical traffic to NME.com.

Read more at journalism.co.uk

GQ relaunches e-newsletter…and name-checks competitor?

Behold the brand spanking new email newsletter from GQ magazine. But wait – what’s that at the top?! A ‘quote of the day’ from GQ editor Dylan Jones:

GQ, the magazine we are the proud custodians of, is aimed at men who are proud
to call themselves Alpha Males.

Hmm – would this be a cheeky reference to Alpha One, the code-name of the new free upmarket men’s title by Mike Souter, former editor-in-chief of Emap’s FHM?

It could be given recent media coverage of the men’s lifestyle market. An article on today’s FT.com pretty much confirms what the industry’s known for a while – the lower end of the market are shifting their efforts to the web, while the all the up market glossies like GQ, Men’s Health and Esquire are enjoying increases in readership. This explains FHM’s relaunch and move towards the Arena / GQ market.

Read the FT.com’s ‘Lad’s mags flag as readers go online’ article.

IPC appoints new head of online men’s lifestyle: Nuts and Loaded

IPC’s Ignite Digital arm has appointed Keith Walker as head of online men’s lifestyle which includes overseeing content for the Nuts.co.uk and Loaded.co.uk websites.

Quote of the week:

Anthony Thornton, editor-in-chief for Ignite Digital, who will work alongside Walker: “Keith is the ideal choice to take Loaded and Nuts to the next level. It’s a bit like Ron Dennis hiring Lewis Hamilton only without the big, expensive shiny car, obviously.”

Print publishers don’t have a ‘god given right’ to survive online

Interesting coverage of the Cannes Advertising Festival by Mark Sweney of MediaGuardian.co.uk, in particular his notes on a talk by Professor Jeffrey Cole, director of the Center for the Digital Future at Microsoft.

I totally agree that publishers of mags and newspapers shouldn’t think they have a god given right. But I do think they have a prayer – as long as they get up to speed with their nearest online competitors asap.

If print publishers migrate all of the best bits of their popular mag, go on to tweak these features to exploit the web AND ensure they’re offering a similarly rewarding experience to the new generation of online only rivals, then all should be well.

A good example is NME.com. The likes of MySpace are snapping at its heals, but its mix of UGC, user profiles, video content and quality journalism means it’s easily capable of being a major player online as well as off. But it’s also reaping the rewards of early web investment.

Anyone offering a strong vertical portal and ‘owning’ a niche area of interest I think has more than a fighting chance against the please-all dotcom behemoths. MySpace knows this too – which is why its site is cut up into niche interest ‘passion centres’. This also explains MTV and Yahoo’s recent decision to develop hobby/interest led microsites and focus efforts on ‘owning’ a space.

Print publishers, like NME.com, just need to hit the ground running asap. If not, shoestring upstarts (e.g. Monkeymag.co.uk) begin to scoop up everyone you’re not catering for on the web (e.g. Loaded).

Read Mark’s post from Cannes.