Mollin to launch two health titles in spring

Mollin Publishing is to introduce two monthly health titles, Shape and Men’s Fitness, to the UK market next spring and is talking to creative and media agencies about a proposed pounds 1.4 million launch advertising task.

Mollin Publishing is to introduce two monthly health titles, Shape

and Men’s Fitness, to the UK market next spring and is talking to

creative and media agencies about a proposed pounds 1.4 million launch

advertising task.



The recently established UK publishing house plans to appoint an agency

next week.



Shape will be a perfect-bound glossy magazine for women, broadly

covering health and lifestyle issues. Men’s Fitness takes a similar

approach for male readers.



Mollin was unwilling to comment on the target age groups for both

magazines. The titles will have a print run of between 150,000 and

200,000.



John Woollcombe, managing director of Mollin, said: ’If we build the

editorial expertise in health and fitness and build advertising

relationships, we can develop other magazines that may be appropriate.

In the medium term we will branch out and have drawn together people who

will enable us to devise other publishing areas.’



Stephen Fern, launch editor of Conde Nast’s GQ Active, will edit Men’s

Fitness, while Sharon Walker, the former editor of Health & Fitness,

will edit Shape. Dylan Jones, a Sunday Times journalist and a former

group editor at Wagadon, is acting as an editorial consultant for the

group.



Terry Grimwood, Mollin Publishing’s marketing director, said he was

aiming for an editorial/advertising ratio of 65 to 35 in the magazines.

He added: ’We are going for mainstream consumer, health, fitness and

clothing advertisers.’



Mollin has a licensing deal with the American publisher, Weider

Publications, which produces Shape and Men’s Fitness in the US.