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Bauer May be In Touch With Men's Mag Market

Women's Wear Daily's Jeff Bercovici, who covers media, reports that Bauer Publishing is contemplating the launch of a weekly men's magazine. Keith Blanchard, who worked at Hearst on a men's-mag project that never got the green light, has moved to Bauer. According to unnamed sources, Blanchard's assignment is to develop a book something like the British lad mags Nuts and Zoo, both of which are doing well on the newsstands there. Blanchard, a magazine veteran, is working with another seasoned pro on the possible launch of the still-unnamed men's book. He's Charles Coxe, who served as Maxim's executive editor under two editorial administrations. WWD's Bercovici notes that the Bauer's men's title is no sure thing, given that several other publishers, including Hearst and Time Inc., have looked at the model and concluded that the gamble in the U.S. market was just too chancy.

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