IPC Magazines has unveiled the first details of what will be its
most important lifestyle launch since the arrival of Loaded in 1994.
The publishing company is planning a pounds 2.5 million marketing and
advertising campaign to support the launch of Later, which is aimed at
25- to 40-year-old men who have moved on from Loaded and its lads’
magazine rivals, such as Maxim and FHM.
As part of the launch strategy, IPC will run a major sampling campaign
ten days before the first issue is published on 28 April. Half a million
copies will be distributed to subscribers of other IPC magazines such as
Loaded, Rugby World, Golf Monthly, Living etc and Marie Claire.
The samples will also be distributed through Virgin Cinemas and selected
restaurants and bars in London.
Later’s publishing director, Robert Tame, said: ’It’s a bit of a teaser,
but gives the full flavour of Later’s manifesto and where it’s
positioned. It’s a bite-sized taste of the new magazine.’ The first
issue will be sold at a reduced price of pounds 1.50. Tame refused to
say what the full price would be.
Nearer the launch date, an advertising campaign created by Fallon
McElligott will run on terrestrial and satellite television, on posters
and in sister IPC titles. According to Tame, the advertising promises to
’court a bit of controversy’.
IPC is keen to build up a strong subscriptions base for Later, taking
advantage of a readership which is affluent and has a more ’settled’
approach to life. A marketing campaign to build up subscriptions will
run during the magazine’s first year of publication.
A high-profile point-of-sale campaign with teaser ads will also run
before the launch in independent newsagents, multiples and supermarkets.
Following the launch, IPC plans a number of covermount and gift
Later will have an initial print run of 400,000. IPC hopes that it has
found a new category which will reintroduce dynamic growth to the men’s
Tame said: ’The core element of men’s lifestyle magazines is definitely
starting to slow down. The trade really believes in Later. If we get it
right, there will be a new category to get the men’s market going.’