Dads the target for new FQ

Men are being targeted by another new magazine for dads – the second launch in the past two months, writes Ruth Addicott.

FQ (Father’s Quarterly) is hoping to attract family men who have grown out of titles such as Loaded and GQ and want to celebrate fatherhood and the lifestyle changes that go with it. And like Dad magazine, which launched last month, it promises to uncover the mystery of sex during pregnancy.

Aimed principally at men aged from 25 to 42, FQ will be published quarterly and feature health and fitness, fashion, investment, food and drink as well as celebrity dads. It offers advice on how to improve tired skin and remove baby sick from a shirt. There is also a serious side, with investigative reports on parenting and child development features.

FQ publisher Damion Queva said he was not put off by Dad – launched by former Esquire editor Peter Howarth – as Dad is distributed at ante-natal units and FQ will be sold on the news-stand. “This is the only modern magazine for modern dads, there’s no other competitor. We think there is a huge market and it is going to do very well,” he told Press Gazette.

One pre-launch blip was the cover star David beckham changed his hairstyle three days after the magazine went to press. “It was just typical, but that’s why we like him,” said Queva.

FQ is published by 3D Media and edited by Clare O’Reilly. Guardian and Times freelance Johnny Dee is TV critic, Nick Eyre (ex-Men’s Health) and Nik Berg, who writes for BBC Top Gear and Evo and presents the British Formula Three coverage on Channel 4, are among the contributors. FQ will have a print run of 70,000 and cover-price of £2.99.