Emap and IPC face off with launches of men's weekly titles

Emap and IPC Media are going head to head in a battle to win readers for their men's weekly launches.

IPC has responded to Emap's plans to launch the men's title Zoo Weekly with the announcement that its own Nuts will go on sale on 22 January, with a free sample issue going to 1.2 million men next week.

Both companies have allocated an £8 million marketing spend to their launches. IPC has hired Abbott Mead Vickers BBDO and Walker Media to handle creative and media for the Nuts launch.

Zoo Weekly, set to launch in the last week of January, targets 16- to 30-year-old men with a mix of news, pictures and reviews with a focus on celebrity, sport and pictures of women. Emap is aiming for a circulation of 150,000.

IPC, which denies that Nuts is a hastily prepared spoiler, claims that the title will target a wider age range.

Ad pages for the first six issues of Zoo Weekly are full and advertising in the early issues of Nuts has also sold well.

Zoo Weekly is edited by the former Chat editor Paul Merrill while the former Loaded editor Phil Hilton is the editor of Nuts.