IPC Magazines is planning to open up the men’s market and build on the
phenomenal success of Loaded with the launch of its latest magazine, Eat
Eat Soup, which hits the newsstands in September, is a glossy food,
drink and travel guide aimed at men aged 25-plus. If successful, the
title could create a completely new sector within the market.
Priced pounds 2.50, the magazine will be published by IPC’s Specialist
Group and will start out as a bi-monthly. It will combine some of the
laddish elements of Loaded with a more mature approach to the subjects
of cooking, eating out, drinking and travel.
The editor-in-chief, Alan Lewis, said that the idea was to create a
lifestyle magazine with ‘a whiff of the early days of Playboy, when it
fulfilled a lifestyle role for a whole generation of men’.
The launch issue of Eat Soup will contain a minimum of 164 pages, with a
roughly even split between advertising and editorial.
There will be an initial print run of 70,000 and IPC is aiming for a
settle-down circulation figure of 45,000, which is in line with initial
estimates for Loaded.
Board approval for the title was obtained last week and the advertising
team is now starting the process of selling it into agencies. The team
is targeting a number of names ranging from travel to clothing
advertisers. A full-page colour ad will cost pounds 2,950.
Eat Soup will be edited by David Lancaster, a former BBC Magazines
staffer, and published by Andy McDuff, whose responsibilities also
include Loaded, Vox, NME and Goal.
Neil Jones, a director of TMD Carat, said: ‘Eat Soup will have no direct
competition, although all the men’s titles include restaurant and travel
elements. However, that division of IPC has a good track record for
IPC researched the Eat Soup concept over the spring and claims that the
feedback has been very positive. McDuff added: ‘The market is
fragmenting and we’re hoping to open it up to guys who don’t read