U.K. publishers launch lad weeklies

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[London] Two rival U.K. men's magazine launches are battling to create a publishing sector with weekly lad titles, usually a monthly category. Nuts, published by Time Warner-owned IPC Media, and Zoo Weekly, from Emap, both launch this month aimed at 16- to 30-year-old males and target readerships of 150,000. Zoo Weekly is promising "100 pages of girls, football and funny stuff." If Zoo is a success, Emap insiders indicate the title may go global. Nuts claims it will appeal to a broader audience. Nuts publisher IPC has set aside a $14 million marketing budget, including mailing 1 million free copies of the first issue and a TV campaign by Omnicom Group's Abbott Mead Vickers BBDO breaking Jan. 18. IPC invented the lad-magazine category with Loaded, a monthly, in 1994.
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