IPC Magazines is to unveil a glossy upmarket magazine called Uncut,
which will combine coverage of music and film in one title.
Uncut launches in May and will expand the IPC Specialist Group’s
portfolio of male brands, delivering advertisers an older audience than
its established titles, Loaded and Eat Soup.
The format for Uncut came out of research conducted by IPC for a launch
of a dedicated film magazine. The findings revealed a gap in the market
for a combined title.
Uncut is aimed at 25- to 45-year-old ABC1 men who are interested in
music and films but do not necessarily have time to read specialist
The magazine will include TV coverage, such as film previews (but not
listings) and fiction reviews.
To reflect its positioning, Uncut will have a premium cover price of
pounds 2.90 and its launch will be supported by a pounds 500,000
campaign planned and bought by CIA Medianetwork. The campaign will
embrace national press, posters and selected magazines, including some
IPC titles. The creative work will be produced in-house.
Uncut’s initial print run will be 100,000 and IPC is guaranteeing a July
to December ABC circulation figure of 40,000. However, its publishing
director, Andy McDuff, believes sales could reach six figures in the
McDuff denied the magazine was gunning for the readership of Emap
Metro’s established music and film titles, Q and Empire, but said it was
seeking to capitalise on the rapidly expanding men’s market.
’Men are buying and reading more magazines. Advertisers are spending
because the market delivers big numbers at relatively low cost. Uncut
will share in the mushrooming of the market,’ McDuff said.
IPC will start a round of agency presentations for Uncut next week. It
is aiming to sign up advertisers in the drinks, automotive, cigarette
and fragrance sectors as well as film and video clients.
Uncut will be edited by the former editor of Melody Maker, Allan
The ad director is Nick Taylor.
Separately, IPC is increasing the frequency of its food magazine, Eat
Soup, from bi-monthly to monthly. It is guaranteeing an initial ABC of