The Guardian newspaper analyzed the “extensive market research” just completed on the oh so discerning tastes of young men for as the Brits call it, a “weekly lads' mag” called Nuts.
According to the piece by the Guardian’s media unit, Nuts is “sticking to its tried and trusted formula of girls, humour, cars and sport.”
The magazine is re-launching August 24 after shelving the idea of covering serious news and career tips. Editor Dominic Smith promised what young men seem to want which is escapism and allowing them to "get away from their woes for an hour".
Clearly avoiding the serious stuff Nuts’ content will include a column by Danni Orsi, a star of the show Candy Bar Girls.
Real money is following the in-depth research with a £500,000 marketing campaign created by ad agency Leagas Delaney.
Editor Smith called the market research the most “forensic look at the fundamental content and targeting of the magazine” since its launch.
The research, while in-depth, is not a one-time deal, the magazine works with research groups every two years in an attempt to stay in touch with its changing audience. The most recent survey took six months and spoke with more than 1000 16-20 year olds.
"We found that men have so much more pressure on them these days and it is more important than ever for Nuts to be their escape, to be funny and allow them to get away from their woes for an hour," he said. "We have turned up the heat on that."
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