The edition, out today (Tuesday 18 May), includes a covermount of a pair of 3D glasses. Readers are prompted to wear the glasses to view the special cover and an additional 20 pages of 3D content.
The latter includes an item on computer game 'Rage', an image of F-16 Fighting Falcon aircraft and pictures of previous Nuts cover girls, including Lucy Pinder, Lindsey Strutt and Rosie Jones.
Editor Dominic Smith said: "There’s a huge amount of interest in 3D at the moment, fuelled by Hollywood blockbusters such as 'Avatar' and 'Clash of the Titans'. Nuts is always at the cutting-edge of innovation so we owed it to our readers to deliver a 3D treat in an entertaining way. We’re proud to be bringing a bit of Hollywood to the UK weekly men’s lifestyle market for the first time."
Publishing director Jo Smalley said: "This distinct 3D offering is a real newsstand event – we wanted to excite readers, retailers and advertisers with an issue that showcases the very best of Nuts. With the phenomenal topicality of 3D, we’re sure imitations will follow, but we’re thrilled to offer the first issue of its kind in our hotly contested market."
The 3D edition will be backed by significant marketing investment, including a digital campaign running on MTV, Sportpost.com, NME.com and Mousebreaker.com. The edition will have an increased print run in anticipation of increased sales.
The Sun will enter the 3D arena on 5 June, just before the start of the Fifa World Cup. The News International red-top will be the first national newspaper to run ads and editorial content in the format.
Nuts' average circulation in the six months to the end of 2009 was 176,835, down 6.2 per cent period-on-period and 24.4 per cent year-on-year. Bauer Media-owned rival Zoo had a circulation of 102,043.
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