Emap revealed the name of its new men's weekly, which was formerly know as Project Tyson, earlier this week as rival IPC Media unveiled details of its own men's title Nuts.
Emap said Zoo Weekly will combine the elements of its celebrity weeklies Heat, Closer and Sneak, with its men's monthly title FHM, which dominates the men's market.
Zoo Weekly has been in development for 18 months and is set to launch at the end of the month.
Nial Ferguson, group marketing manager for Emap's men's lifestyle titles, said: "Frank PR's experience with brands targeting the 16- to 34-year-old male market is very impressive and Zoo Weekly will be in good company. Zoo Weekly is set to be the largest ever launch into the UK men's market and we look forward to working with Frank."
Targeting 16- to 30-year-old men, Zoo Weekly is aiming for a circulation of 150,000 within a year of launch and is to be edited by former Chat editor Paul Merrill.
The first issue of the magazine, which will be published every Wednesday, is due to hit newsstands at the end of this month and will be a mix of sex, sport and news content.
Graham Goodkind, Frank PR chairman, said: "We aim to make sure that Zoo Weekly achieves all its launch objectives and is responsible for establishing a new weekly men's magazine culture in the UK."
Zoo Weekly joins Frank PR's other clients including Brylcreem, videogames publisher Acclaim Entertainment, Playboy TV and 888.com.
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