Bauer have launched their new men’s title, GAZ7ETTA, with 500,000 pilot copies stitched into this week’s edition of Grazia magazine.
Despite the fact that the title has been dubbed ‘Grazia for Men’, Bauer are keen for the new title to be distanced from the popular women’s magazine. Pilot editions will also be appearing in other titles in Bauer’s portfolio of men’s entertainment, sporting, motoring and lifestyle magazines. Part of the reason for this is that editions launched in other markets that have been tied overtly to Grazia, notably Grazia Uomo in Italy and Gala Man in Germany, have not performed to expectations.
The raison d’etre behind the title was the desire to launch a more rounded and intelligent weekly magazine for the ‘4D man’, a segment identified by Bauer’s own research who find the ‘laddish’ mentality of titles such as Loaded a turn off.
And there’s no doubt the team behind the pilot issue have done an excellent job – the design is stylish and distinctive and the articles are intelligent and thought-provoking. However, the magazine has been produced by the Grazia team and some of the content is perhaps a little off target. For example, an article on Carla Bruni’s spending habits will be of limited interest to mainstream male audience, even an upmarket one.
The big question with regard to the success of GAZ7ETTA is not whether ‘4D man’ exists, but whether he wants to read a weekly, paid-for lifestyle magazine.
Men in UK Cities already have the chance to pick up a free copy of Shortlist, which contains a similar style of content. And men tend to prefer specialist titles which cater for their interests – for example sport, film and gadgets magazines – rather than the more generic titles that may be picked up as a time filler but probably won’t generate more than a cursory read.
It’s unlikely we’ll know the success of this pilot until next year at the earliest – another sampling exercise is planned in the Spring. Only then will Bauer make a decision as to whether to launch the title standalone and will we know whether we have a new, permanent addition to the men’s magazine market.