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No cliche bikini shots promises new men’s mag Apollo

Apollo mag logoPlans for Apollo, a new Australian men’s mag to launch early next year, will be announced over the weekend, Mumbrella can reveal.

The Queensland-based magazine – which claims it will steer clear of “cloned bikini shoots”  will go public at this weekend’s Super Grand Prix on the Gold Coast.  

Apollo mag flyerAccording to a mission statement on the Apollo Magazine website:

“Apollo is Australia’s newest and hottest magazine for guys, our mission- to tear up the tired and cliched script for guy’s magazines. Apollo will showcase premium artistic non-nude photographic shoots by award-winning photographer Dominik Muench. In addition, the magazine will feature interviews with celebrities, athletes, actors, musicians and comedians, all with a laidback witty feel, plus film and music reviews, edgey fashion for guys, informative health and lifestyle articles, and stacks more! What WONT you see in Apollo? Forget about endless pages of tired cloned bikini shoots, and a yellow pages of phone-sex ads in the back!”

Few clues are given on the site about the ownership of the magazine, although it claims to be independent. The company – Apollo Media Pty is registered in Queensland, as is the Apollo mag web domain. At the time of posting, the magazine had not responded to Mumbrella’s message to the generic email address on the site. Brisbane digital agency e-CBD appears to be behind the site.

Apollo mag teamThe magazine is gearing up for a comprehensive social media presence. It has links to a MySpace page, an as yet inactive YouTube channel and Twitter profile.

On its MySpace page, an image of three team members with beers in hand is labelled “Gus, Dom and Will”.

Despite the promise of steering clear of cliched bikini shots, the magazine does not appear to be positioning itself as an upmarket title. The poll on its home page is “What’s the sexiest vocation?” with the options of nurse, teacher, pole dancer and portaloo technician.

And a main section of the site titled “Sirens of Apollo” features two photo sets of models in underwear. And a further two of women in bikinis.

 

 

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