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?