The publisher of women’s magazine Frankie is to launch a magazine for men.
Called Smith Journal, the title for “discerning gents” will be published bi-annually by Morrison Media.
It goes on sale on September 5 with an initial circulation of 20,000.
Frankie publisher and founder Louise Bannister told Mumbrella that now was a good time to launch into the ailing men’s magazines category, because there was nothing else like it in the market.
“We think that the men’s magazine market has been declining because other publishers have simply not been connecting with male readers,” she said. “There’s a whole group of up and coming men who haven’t had anything aimed at them.”
Smith Journal is a title that “smart, creative guys can peruse without shame, slap down on the coffee table, whack in their favourite old satchel or display proudly on the toilet reading rack.”
Like Frankie, the title will have an editorial to advertising ratio of 70:30, and will be for advertisers in categories such as craft beers, coffee, fashion, luxury, cars and sunglasses.
In a recent round of magazine circulation numbers, Frankie was the most successful monthly in the market, growing by 32.57% between December 2009 and 2010.