Emap Mulling Free Men’s Magazine Launch

Buoyed by the successful introduction of Sport magazine into the UK market,
prominent publishing house Emap is considering launching a free men’s magazine
of its own.

Emap, which publishes FHM, Zoo and Arena and is the dominant force in the
men’s magazine market, has admitted that it is considering the launch of its
first free publication for the sector offering an array of content including
sports coverage.

Senior Emap officials are meeting media agencies this month to gauge their
perceptions of free magazines, particularly the recently launched Sport, to
determine the strength of the business model.

Sport Media & Strategy launched Sport, which targets ABC1 men aged 18 to
40, last September. It currently hand-distributes 321,893 copies a week across
the capital.