Bauer Media is set to trial a planned new weekly men’s magazine by launching a pilot later this month.
More than 500,000 copies of a one-off issue news and style magazine called Project Rex will be distributed by the publisher from 26 October targeting ‘upscale 30-something men”.
The 60-page sampler will be make available through other Bauer titles – including Q, Mojo, Empire, Car, Golf World and Grazia.
It will also go out via Reiss, Top Man, matchesfashion.com and with copies of free daily newspaper City Am and Metro.
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Andrew Pemberton, the former editor of Q magazine and US magazines Spin and Blender, will edit the new title with Former Heat editor Julian Linley acting as executive editor and Grazia editor Jane Bruton acting as editorial director.
‘The pilot issue of Project Rex will provide successful men with a unique combination of the key news stories of the week with all the latest lifestyle trends and products,’Bauer said in a statement.
‘This innovative new magazine will also aim to tap in to a new generation of men for whom style is not only about fashion.
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‘Whether it is the car they drive, the technology they use or the way they assemble their own personal style, there is a growing number of British men who now expect good design and quality in all aspects of their life.
‘Project Rex will deliver the latest innovations, trends and products worthy of this demanding audience in an elegant, must-have package that reflects the readers’ own high standards.”
Bauer said Project Rex will also aim to build a digital presence through its own website, blogs, newsletter and Facebook page.
Paul Keenan, chief executive of Bauer Media, said: “We have a proud heritage of award-winning innovations and created more than 40 of the 53 magazines we publish.
‘We are seeking here to create a new brand, with a strong magazine at its core. By working in this way, we believe that we will build our products with the audience.
‘Over the coming months we will be trialling the multiple ideas and concepts we have created for this man – making sure that we fashion something new and original rather than an improved version of what’s already out there.”
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