Luxury fashion mags 10 and 10 Men launches in Australia
New luxury fashion magazines 10 and 10 Men have launched in Australian newsstands.
10 magazine and sister title 10 Men were published on Friday, with the next edition due in August.
The publications are produced by editor by Alison Veness-McGourty formerly of Harpers Bazaar and Grazia, with associate editor Rebecca Khoury. It isa franchise based on the UK title of the same name.
Veness-McGourty told Mumbrella: “There is definitely room for a luxury fashion magazine. We are quite specialised and all about the catwalk. Other fashion magazines cover different areas, there’s travel, beauty, art, where as we talk from one voice.”
The announcement of the launch was made in August last year.
The titles are a joint venture between 10 Magazine Australia Pty Ltd and Zac Publishing Ltd in the UK.
The biannual will be balanced with online content. Veness-McGourty said: “It’s where we talk to the consumers everyday in regards to news and in terms of great products with shoots and interviews.
Veness-McGourty said an app and digital subscriptions will probably be in place for the next issue.
“They’ll be offered in the same way as the magazine is. we might go to quarterly with the digital product. However, we’re so new and so young and we need to see how our results go. It’s about listening to the market place and being realistic.”
The launch issue of 10 will run at 260 pages while the 10 Men is 204 pages. The first issue of 10 has run with two different covers.
Nicki Singh is the publication’s advertising director.
As a magazine buying bloke I’d definitely check out the male edition. That said, if it’s all high-end fashioney wank then good luck to them. That should sell all of about 0 copies in Australia….
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Love the first issue. Congrats AV!
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I don’t really see the point in a UK magazine that is just rebadged as an Australian edition … there is no local content in the Oz edition (well the men’s one at least I didn’t bother with the women’s issue). And if there is no local content then why not just sell the UK edition here? Most of the advertisers are international brands and why should they advertise in two editions? They will soon realise it’s a waste of money to be in both editions.
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I’m happy to pay for the UK content (I’d always rather read the UK edition of GQ and Esquire than the US or local versions). I’m looking forward to seeing if they have anything new/different to offer – most of the new mens mags recently have been terrible. Also, might be just me but referring to the mens edition as a ‘sister title’ seems like a missed opportunity.
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