Publishers are undaunted as they seek to chisel their way into the young male media routines. It isn't easy-Hearst Magazines briefly employed Keith Blanchard, the former Maxim editor in chief, to develop a weekly magazine called Bullet that could play in the U.S. the way that men's weeklies like Nuts (from Time Inc.) and Zoo (from Emap Consumer Media) thrive in Britain. After several months, Hearst shelved the project.
Also pursuing young men-though bypassing ink-on-paper-is Time Inc.'s first Web-only magazine, Office Pirates. The U.S.' largest purveyor of print magazines debuted Office Pirates in February in an attempt to capture guys while they're at work and glued to computer screens.
Next month, Hachette Filipacchi Media U.S. will introduce a monthly called Shock, with arresting photography and news bits from around the world. While Hachette believes the magazine will appeal to men and women, executives admit it will skew male.
One big question: Which advertisers want to be in products that young men want to read?