ShortList to launch men's digital daily Mr Hyde

ShortList Media, publisher of men's weekly magazine ShortList, has confirmed it is launching a digital men's title, and revealed it will be called Mr Hyde.

ShortList: launches Mr Hyde digital title this week
ShortList: launches Mr Hyde digital title this week

Mr Hyde makes its debut this week and is aimed at "career-focused men" and is similar in scope to ShortList Media's Emerald Street, the daily email service for women that launched in 2011.

Campaign revealed the launch plans last week for the free, advertiser-funded daily email service.

The name appears to be a modern play on the fictional character of Dr Jekyll, of 'Dr Jekyll and Mr Hyde' fame.

Mike Soutar, chief executive of Shortlist, said Mr Hyde characters were "busy, pressured men who [in these economic conditions] spend long days in the office building a career" and that Mr Hyde "seemed to sum up the spirit of relaxing, letting go – just not being at work for once."

Phil Hilton, editorial director of Shortlist Media, described Mr Hyde as not "a listing, but an informed friend who always knows where to find the latest pop-up bar, the hottest new bourbon and where to buy the eye-enhancing cream to disguise the effects for that big meeting the next day.

"We aim to inspire, provoke, entertain and help these busy men maximise their free time."

Mr Hyde will be produced by existing journalists working on ShortList's core free magazine.

It will be a concise email edit of the latest in culture and entertainment, including information on bars, restaurants, styling and grooming.

ShortList Media said it expects to disclose a number of blue-chip advertisers in the coming weeks.

Along with ShortList, ShortList Media also publishes the free women's weekly, Stylist.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

MailOnline's £60m target on track as US site overtakes UK

MailOnline's £60m target on track as US site overtakes UK

MailOnline is now attracting more monthly unique browsers from its US operation than the UK, helping to keep its target of generating £60 million from advertising for the year on track.

Share
Study finds TV and digital outdoor best at 'making brands famous'

Study finds TV and digital outdoor best at 'making brands famous'

Chief executives and chief marketing officers have named TV and the emerging space of digital out of home as the must-have media for "making brands famous", in a study conducted by Censuswide.

Share
Sorrell warns of Scotland becoming an 'outlier' and the UK 'diminished' by a Yes vote

Sorrell warns of Scotland becoming an 'outlier' and the UK 'diminished' by a Yes vote

If Scotland votes yes to independence tomorrow, its major cities would become outliers, London will become more of a competitor for business and the remaining UK will be diminished, warned Martin Sorrell, chief executive and founder of WPP.

Share

Get news by email