IPC’s Later targets the lads who’ve grown up

IPC Magazines has unveiled the first details of what will be its most important lifestyle launch since the arrival of Loaded in 1994.

IPC Magazines has unveiled the first details of what will be its

most important lifestyle launch since the arrival of Loaded in 1994.



The publishing company is planning a pounds 2.5 million marketing and

advertising campaign to support the launch of Later, which is aimed at

25- to 40-year-old men who have moved on from Loaded and its lads’

magazine rivals, such as Maxim and FHM.



As part of the launch strategy, IPC will run a major sampling campaign

ten days before the first issue is published on 28 April. Half a million

copies will be distributed to subscribers of other IPC magazines such as

Loaded, Rugby World, Golf Monthly, Living etc and Marie Claire.



The samples will also be distributed through Virgin Cinemas and selected

restaurants and bars in London.



Later’s publishing director, Robert Tame, said: ’It’s a bit of a teaser,

but gives the full flavour of Later’s manifesto and where it’s

positioned. It’s a bite-sized taste of the new magazine.’ The first

issue will be sold at a reduced price of pounds 1.50. Tame refused to

say what the full price would be.



Nearer the launch date, an advertising campaign created by Fallon

McElligott will run on terrestrial and satellite television, on posters

and in sister IPC titles. According to Tame, the advertising promises to

’court a bit of controversy’.



IPC is keen to build up a strong subscriptions base for Later, taking

advantage of a readership which is affluent and has a more ’settled’

approach to life. A marketing campaign to build up subscriptions will

run during the magazine’s first year of publication.



A high-profile point-of-sale campaign with teaser ads will also run

before the launch in independent newsagents, multiples and supermarkets.

Following the launch, IPC plans a number of covermount and gift

promotions.



Later will have an initial print run of 400,000. IPC hopes that it has

found a new category which will reintroduce dynamic growth to the men’s

magazine sector.



Tame said: ’The core element of men’s lifestyle magazines is definitely

starting to slow down. The trade really believes in Later. If we get it

right, there will be a new category to get the men’s market going.’



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