Emap looks to target older readers with men’s title launches

nullEmap Metro is set to launch several men’s titles next year, one of which is rumoured to be a lifestyle magazine for readers who have moved on from FHM.

Emap Metro is set to launch several men’s titles next year, one of

which is rumoured to be a lifestyle magazine for readers who have moved

on from FHM.



IPC launched an older magazine, Later, earlier this year but many media

observers feel it has not filled the gap. Emap has carefully cultivated

its ’boys-to-men’ portfolio but there is little choice for the new

generation of male magazine readers once they outgrow the laddish Loaded

and FHM.



Dennis is also thought to be looking at something for Maxim readers to

grow into.



Emap chief executive Kevin Hand has revealed that most of the group’s

second-half spending would go on FHM’s launch in the US. Speaking at the

group’s interim results presentation, he added that FHM might pave the

way for other Metro titles such as Q to launch editions into the

American market.



The group announced a 17 per cent rise in interim pre-tax profits to

pounds 89 million.



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