Later adopts fatherhood slant to attract older men’s brands

Magazine publishers are targeting fathers for the first time with Later’s new dedicated Dad section and the launch of Men’s Quest - the first magazine aimed at the family man.

Magazine publishers are targeting fathers for the first time with

Later’s new dedicated Dad section and the launch of Men’s Quest - the

first magazine aimed at the family man.



Dad makes its debut in the April issue of Later and will focus on all

aspects of fatherhood, from the right age to have a baby to the most

stylish buggies for the image-conscious father.



The move forms part of IPC’s strategy to make Later appeal to older

readers.



Later, which recorded a first ABC of 90,555, has been criticised by

agencies for being too similar to lads’ magazines like Loaded in terms

of its target audience.



IPC Music and Sport group ad manager Martin Corke conceded that some

35-year-old planner/buyers have admitted they did not find Later a very

interesting product. However, he countered that most ad campaigns are

aimed at 18- to 35-year-olds.



’Publishing is a process and you can’t expect to launch and get it right

first time,’ he said. ’But the Dad section and other moves in that

direction will help us appeal more to agencies.’



Under the new ad strategy, Corke is targeting advertisers of household

products and and is hoping to work in partnership with IPC’s home

interest team. He has already booked Neff into Later. Cars for the older

man such as Alfa Romeo, Saab and BMW are also on his hit list.



Editor Phil Hilton commented: ’Fatherhood has been called the new rock

’n’ roll and we decided that any self-respecting man should know the

difference between a Pegasus Land Rover buggy and an XT Sport X

Terrain.’ Backing this up, the April edition carries a feature about

ante-natal care.



Meanwhile, Men’s Quest from independent publisher Blue Sky Brands, has

announced a launch date of 15 April, a pounds 2.45 cover price and an

initial 100,000 print run.



The 84-page magazine is aimed at 35- to 45-year-old married or divorced

fathers who ’are searching for a new meaning to life, have never been

laddish and are not interested in pictures of naked women’. It will

carry ten pages of ads for brands such as Haagen-Dazs, J&B Whiskey and

Alfred Dunhill.



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