New lad mag stomps on entertainment turf
Finding ways to keep the bored male entertained seems to be all the talk these days.
And now comes Giant, a new lad mag set to bow in September that will focus exclusively on testosterone-driven movies, music, TV other pastimes.
Backed by one of Ross Perot‘s associates, the bi-monthly title will offer content along the lines of Entertainment Weekly — only for dudes.
Whether the mag can find traction remains to be seen: There are already any number of mags, laddie or otherwise, that fill their pages with Hollywood news.
“Giant” prexy and publisher Jamie Hooper is no novice to mag launches; he was in on the launch of Dennis Publishing’s Maxim as its first ad director.
Hooper was able to lure Mark Remy from Dennis’ laddie mag Stuff to serve as editor-in-chief of “Giant.”
Hooper puts the initial investment at $10 million. The rate base guaranteed advertisers will be 200,000 readers.
Warner Publisher Services has agreed to distrib “Giant,” with a launch target of 350,000 copies into retail outlets frequented by young men, including airports, book and music stores, drugstores and select mass merchandising outlets.
Mag’s sugar daddy is Morton Meyerson, a former chief exec at Perot Systems and a venture capitalist. He’s also Hooper’s father-in-law.