Backed by an £8m television advertising campaign that kicks off on Saturday, IPC is giving away around 1m copies before it goes on sale next week at a 50% cut-down price of 60p.
The TV advertising created by Abbott Mead Vickers BBDO, due to break on Saturday during 'The Premiership', is a blast from the past telling "Women don't expect any help on a Thursday". The spots feature women struggling to complete various tasks such as drill a hole or check under the bonnet as the blokes in their lives sit back with their heads in Nuts.
Screaming "World's first men's weekly" from the top of its front cover and claiming to cost the price "of a half pint of beer" you can see where it is coming from.
Mike Soutar, editorial director at IPC Media, says Nuts is a true innovation in magazines adding that it is the first weekly general interest title for men "in the world, ever".
It might be the first but the content has been transported from a number of familiar destinations. IPC has taken a little bit of Heat and thrown in The Sun and Daily Star, not to mention a few ideas from their own monthly magazine Loaded, rasing the possibility of cannibalisation.
Nuts has pretty much everything a teenage boy not looking to be taxed too highly might want and it looks very close to what Emap are set to deliver with Zoo Weekly in two weeks' time. Product differentiation could be a problem.
What Nuts has done is leave its models mostly covered up, with rival Zoo Weekly expected to go a little further on the flesh and nipple count. However, it is a situation that could quickly change if IPC sees Emap pull ahead in the land grab for share in a new market that some are sceptical two weekly magazines can survive.
Working from front to back, Nuts opens with a raft of "True Stories" pieces that include sports pictures of skiers cheating death, Vinnie Jones lifting a refrigerator on community service and a couple of Page 3 models having "Double the fun in the sun" down by the pool. It promises "Great looking women every week in Nuts".
Moving to news, there is sky marshals storming planes, more models in underwear, plus gadgets and motors, not to mention six pages of "Boys' Own" on special forces at play and their weapons.
There is the every magazine must-have list of top 10s, a double page of the funniest internet jpegs, more internet content at the back and, oh, more models in underwear, with four pages on cover star Nell McAndrew.
Nuts carries 23 pages of TV listings with a promise of "Girly shows totally ignored" and highlights given to sport, movies and all things military related.
At the back, like any good tabloid, there's plenty of sport, or more football and motors in the case of Nuts.
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