The 60-page magazine is being billed as a mass-market lads’ version of Dennis Publishing’s news digest, The Week. It features a mix of reviews and news from around the world, as well as plenty of pictures of scantily clad women.
Bauer denied the title was launched in response to the creation of men’s weeklies Nuts and Zoo, claiming it had been in incubation for the past two years, and insisted it was not in competition with them.
Cut’s launch last Thursday was backed by a digital television advertising campaign.
The launch has received a mixed response so far from agency press directors, who said Cut – which was shrouded in secrecy until it hit the newsstands – was “low-rent” with poor production values.
Claudine Collins, head of press at MediaCom, said: “My initial thought was, ‘Oh my God, it’s terrible – really poor paper quality’.”
Tim Caira, head of press at PHD, agreed: “They’ve made a big mistake on the paper stock.
It’s terrible – I don’t know if people will want to be seen reading it on the train.”
Opera director Adam Crow said: “I think it’s a really good concept, but it feels like a women’s weekly.”
The title, which is selling at an introductory cover price of 50p, follows the usual Bauer model of relying on circulation rather than advertising for revenue and is expected to have an average of three ad pages an issue.
Crow thought that was a suitable level. “Mass-market men have never been hard to reach – it’s called the Daily Star,” he said.
He did think the magazine would sell, however, and believed there was room in the market for Cut as well as IPC’s Nuts and Emap’s Zoo.
“It wouldn’t make me not buy Zoo or Nuts – I think it would be a secondary purchase,” Crow said.
MediaCom’s Collins disagreed: “It’s very different from Nuts and Zoo, but I don’t think men of that age are going to be spending money on both Nuts or Zoo, and Cut – I don’t think there’s a market for both.”