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A new men’s magazine has hit the streets in London and other major cities in Britain. ShortList is an upscale weekly magazine geared toward 18- to 35-year-olds that will cover sports, business, cars and style. And, while lad magazines have been tanking in recent months and the launch of another men’s title may seem risky, ShortList is a horse of another color. It is it being marketed as an antidote to lad magazines; for those with “more than one thing on their minds” is its tagline, and, according to the OrganGrinder blog, “the T&A count is nil.”
But the most interesting thing about the new publication is that it’s free.
Like the multitude of free daily newspapers that have sprung up both in Britain and in the U.S., it is being given away free on the street. And, because another free magazine, Sport, has been a success in the U.K. and in France, media buyers are optimistic about the publication, writes Media Life.
“I think there is room for more. I expect a few more launches of this nature,” says Steve Goodman, managing director of print buying at MediaCom.
The magazine, which caters to men who have outgrown lad titles, will distribute about 360,000 copies in London near major public transportation centers. Another 140,000 will be distributed in five other cities.
“Had ShortList been the first to market, there would have been skeptics. But since Sport has proved a good proposition, week in and out, that has made the job of ShortList easier,” says Mark Gallagher, head of print at Manning Gottlieb OMD.
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