Cabal sets launch date for Mondo and plans more titles

Cabal has announced a launch date of 4 October for its men’s style magazine Mondo and is planning to unveil a home interest title in the spring and an older men’s magazine next autumn.

Cabal has announced a launch date of 4 October for its men’s style

magazine Mondo and is planning to unveil a home interest title in the

spring and an older men’s magazine next autumn.



The first issue of Mondo will have a print run of 200,000 with a

settledown sales target of 80,000.



Although male biased, the readership is likely to include women. The

target audience is expected to read the Sunday supplements, GQ, Later,

Esquire and Arena.



Chief executive Sally O’Sullivan said the magazine’s business strategy

was similar to that of Nova: ’I don’t think Nova is delivering as hoped,

but we will have the same sort of approach.’



Mondo will carry ads from the fashion, grooming, cars and music

categories.



The first issue will comprise 164-200 pages and have a 30 per cent ad

ratio.



Sales are being handled by the Front team but group ad director Mark

Lonergan is keen to create a joint team selling both titles.



Following Mondo and a home interest title, the next launch will be an

older men’s magazine, set to hit the newsstands in autumn 2001.



’It will be what Later should have been before it lost its nerve,’ said

O’Sullivan.



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