The publisher selected Australia as the second outpost after Spain to receive its new lads' weekly format, now two years old in the UK, follwing research of the market. It is investing A$15m in the move, which will launch on Monday.
Emap has already transplanted other homegrown magazines to Australia, including Empire, Smash Hits and FHM, which covers 30 countries. FHM is Australia's 19th biggest selling magazine, at around 115,000 copies.
Paul Merrill, Zoo's UK launch editor, is reprising his role in tandem with Barry McIlheney, the editor-in-chief of Zoo International, and Geoff Campbell, the former head of FHM Australia, as executive publishing director.
Ads sales will be overseen by Cameron Hoy, local group sales director, and marketing by Anne-Marie Lavan, recently appointed marketing director.
According to figures from the Magazine Publishers of Australia trade body, there are eight audited men's lifestyle titles in the market, accounting for 5.7% of all audited copy sales. Men's lifestyle is the second-most popular category after women's lifestyle, which has a 56.5% share of all copy sales.
Rob Munro-Hall, the managing director of Emap Australia, said: "Zoo Weekly is a ground-breaking concept for the Australian market, which once again demonstrates Emap's unrivalled ability to truly innovate the world's magazine markets."
Zoo was launched in Spain in August last year as Zoo Siete, in partnership with Focus Ediciones, the publisher of the local edition of FHM.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
