Former Sunday Sport editor Mark Harris has been appointed as the editor of a new lads’ magazine entitled Lads Mag. “Our unique selling point will be naked ladies,” Harris revealed.
The 132-page glossy, to be launched nationwide on 21 March, will follow the traditional formula of existing titles – babes, gadgets and gizmos.
Sport Newspapers, publisher of the Daily Sport, will bring the magazine out monthly and it will have an initial print run of 200,000. Harris said he will be happy with sales of 100,000.
“If you tot up the sales of all the other men’s magazines in the marketplace, you’re talking about one million copies a month and we want a slice of that,” he told Press Gazette.
“Lads Mag is a quality product and offers something a little bit different. We have always looked at doing something like this.
“Sunday Sport was the first outrageous publication when it came out in 1986, then the other magazines launched and pinched our ideas.” Lads Mag is run by an eight-strong editorial team in Manchester. The title will be stocked in the same outlets that sell Sport Newspapers publications. But Harris said he saw no reason why it should be put on the top shelf with the adult titles.
The company is hoping to replicate the success of its recent launches Adult Sport and Sex Lives of the Rich and Famous. “They are going really well, hence the magazine division expanding,” Harris said.
By Ruth Addicott