Keep Yourself Nice will be run by the former co-founder and editor of Loaded, Tim Southwell, and launched its first title, Golf Punk, on 31 March. A men's lifestyle magazine launch is also planned for early next year.
Golf Punk is positioned as an irreverent, bi-monthly title targeting golfers aged 15 to 34. Keep Yourself Nice believes that this age group is ignored by golfing magazines, which are biased towards a readership aged 44-plus.
Keep Yourself Nice also believes that the magazine will be attractive to advertisers, enabling them to reach the young generation of golfers that has emerged over the past decade. Advertisers in the first issue include Oakley and Tommy Hilfiger.
The Keep Yourself Nice publishing team includes Steve Read, the former creative director of Jack, and Iestyn George, the former features editor of GQ.
Ingram said: "We see a real opportunity for a different commercial model in the consumer publishing arena: one focused on finding niches in existing markets that consequently do not require the huge marketing budgets often employed by major publishing groups."
Other investors in the syndicate include Hotbed, a private investor network, and the Arbib family.
- Media perspective, p11.