Shortlist magazine
Unusual for a men’s magazine in that it contains NO nudity and NO profanity (interestingly, this was based on numerous amounts of consumer research beforehand that revealed that many men were sick of the “Nuts” style format and wanted something more credible and classy).
Off the back off the success from titles like Sport magazine, Shortlist was able to adopt a similar weekly free sheet model.
On May 13 Shortlist launched a brand new refresh, all changed except the logo. The launched presented new sections and pages with a brand new modern feel. Readers are re-embracing their masculinity…apparently!
New sections:
- Shortlist Tech: executive tech, gadgets, including a “hero product” full page, looked after by Simon Kirst.
- Instructions for men: with relevant experts for each one; often witty and irreverent e.g. “how to land a jet plane in an emergency”. This section is managed by Andrew Dickens.
- To Do and Playlist: sections looked after by Matt Hussey – all contain desirable, upmarket items.
- Expert shortlist: section to be shrunk and moved to front, looked after by Jo Ellison.
- Travel page: high-end, aspiration driven, no “late deals”.
- Style: pages consisting of 1 page concerning grooming, 2 pages of fashion, 1 page of “essential purchase”. This section is governed by Adrian Clark, who enjoys “desk visits” for fashion products!
- Features: 6 weeks in advance. Always looking for great, intelligent ideas, could be anything from politics, sport, and true crime. A features schedule is not sent out as this alters constantly. Expect World Cup to be massive in Shortlist! Other sports they like: F1, big boxing matches, 6 Nations etc.
No dedicated health section but could be room in lists, news. Tend to favour health stories with more of a “fitness” slant, sometimes involving elements of nutrition.
The talk of “post recession Shortlist reader” did present concerns of job security, however this gloom has lifted and the swagger is back.
Shortlist maintains it has no direct competition; Sport has a different readership and is released on a different day.
Shortlist compares itself to the likes of high-end magazines such as GQ and Esquire, although they are the only weekly offering of this type of magazine.
Shortlist publishes 56-64 pages every week, and they plan 6 issues ahead (internal plan, never released to PR’s). Features work to 2 weeks lead time and news 1 week ahead.
Guest editors in the past have included Jonathan Ross and James Corden. The front covers are of a very high standard; has to be A list, current and recognisable to the intended readership. All celebs included in the magazine have to be well-known names, except for possibly of the front section which is very topical and has featured X factor/Apprentice individuals.
Shortlist is very unusual, with the fact that its advertorial’s are created by the same team that creates editorial design.
Competitions are always very popular. Tech competitions should have value of £2.5k for half a page and holidays £5k+ for a full-page.
Online content is not all replicated from magazine; mostly bespoke content.
Shortlist is too publicised through social media devices, they are on Twitter, which is looked after by Matt Hussey.
