IPC broadens men’s portfolio

IPC Magazines is to unveil a glossy upmarket magazine called Uncut, which will combine coverage of music and film in one title.

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

long term.

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



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