Cabal Communications is seeking an ad director and sales team for
Mondo, its men’s style magazine, which will debut in October.
The magazine’s scheduled launch in the spring was cancelled but the
editorial team has continued to refine the concept.
Mondo is targeting 25- to 40- year-old males. Of these, its core
audience will comprise style-setting, intelligent men in their late
Cabal is promising a very different product from the magazine fare
available for men at present. The title will attempt to carve out a
niche market with a sales target of 80,000 to 100,000.
In its strategy, concept and target market, Mondo shares many
characteristics with Nova, the recent women’s style launch from IPC.
The magazine will be co-edited by Mark Wernham and Push, who worked
together at IPC’s Melody Maker. Push went on to launch Muzik in 1995
before leaving the dance magazine to write a book about Ecstacy titled
The Book of E.
Men’s and women’s fashion will feature heavily in the magazine but Mondo
promises a ’different twist’. Clothes will be a mix of high-street and
’There won’t be any trousers like tents or any two- grand suits that
nobody can afford,’ said Push.
There will be no pictures of ’celebrities in their bras and pants’.
Instead, the title promises ’clear headed and well researched writing on
Mondo will also cover travel, food and drink, interiors, music, movies,
cars, money, sport and science.
’Mondo is for people who have grown up with Loaded but have moved on. It
will be a quality title for quality people,’ said Push.
Separately, group ad director Mark Lonergan claims business is booming
on Real Homes and Front, its younger men’s magazine, prompting the
appointment of three sales executives. James Norton and Clare Tett have
joined Real Homes. Norton comes from Centaur and Tett from Hill
Publishing. Nesha Remzi has joined Front from show guide producer
Anthony Harvey Associates.