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GRAZIA’S NEW GUY: Bauer Media is angling for a slice of the international men’s wear business with a pilot magazine known as Project Rex. The company, which publishes U.K. Grazia under license from Italy’s Mondadori, plans to unveil the news and style title, which is aimed at men in their 30s, on Oct. 26. Jane Bruton, editor of Grazia, which has a weekly circulation of 228,770, is the editorial director, and Andrew Pemberton, the former editor of magazines Spin and Blender, is the editor. Advertisers in the 60-page pilot include BMW, Moschino, Harrods, Calvin Klein, Tag Heuer and Galliano. The magazine, which is launching as Britain’s once-popular, down market “lads’ mags” are watching their appeal and circulation numbers shrivel, will have its own Web site, blog, newsletter and Facebook page. “It’s ambitious — and that’s why we are testing it,” said publisher Ella Dolphin. Paul Keenan, chief executive officer of Bauer Media, said the company was looking to create a new brand “with a strong magazine at its core.” The pilot coincides with the upcoming launch of the men’s wear division of Cocosa, the invitation-only discounted designer goods e-commerce site, which Bauer owns. The pilot’s print run will be more than 500,000, and the magazine will be distributed along with selected British newspapers, Bauer titles including Grazia and Golf World, at stores such as Topman and Reiss, and on the streets in cities around the U.K. Bauer is looking to launch Project Rex properly in 2011, and the Cocosa men’s launch is slated for Nov. 8.
— Samantha Conti