Ah Good, Another One
“COCKED AND LOADED: It looks like Hearst will win the race to bring a British-style weekly men’s magazine to the U.S. At a focus group this week in New York, participants were shown two different prototypes for a new title called Bullet. According to a source who saw one of the prototypes, the editorial content consisted of photos of scantily clad women, real-life action stories, sports news and TV listings. It did not, however, feature any nudity – a staple of Nuts and Zoo, the successful men’s weeklies started last year in the U.K. “It was very Maxim looking,” said the source – hardly surprising, given that the project is being headed up by Keith Blanchard, Maxim’s former editor in chief. Collaborating with him on it is Todd Detweiler, another Maxim veteran who most recently worked in Rolling Stone’s art department. The focus group members were asked how willing they would be to buy Bullet at two different price points, $1.99 and $2.99.” (WWD)
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