IPC Ignite is believed to be planning a teenage male life-style
magazine as a younger version of Loaded with an emphasis on music.
A similar concept originated at Ministry magazine, where it was known as
Project Bream and was developed by Ministry's former publisher, Mike
Dash, and news editor Malik Meer. The latter is now heading the IPC
project.
The magazine, to launch next year, is expected to cover dance and hip
hop music and club culture with elements from men's life-style magazines
tailored to teenage tastes.
There will be an emphasis on news, which suggests a weekly or
fortnightly frequency. NME editor Ben Knowles has contributed to the
project.
The magazine will be used to develop a multimedia platform including a
website and a possible TV strand.
Publishing director Rob-ert Tame declined to comment, saying the project
was a competitive issue.
The launch ties in with IPC Ignite's men's mag strategy, which includes
the repositioning of Muzik under new editor Conor McNicholas toward
older music enthusiasts who have moved out of the club scene.
Project Bream is intended to act as an entry point for readers who can
be moved onto Muzik or Loaded.
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