Everything Old Is New Again: Fairchild Re-Launches “M” Magazine for rich dudes who like fashion.

Fairchild Fashion Media (FFM) is re-launching M, the men’s  fashion title it published from 1983-1992. FFM is the Condé Nast division responsible for publishing Women’s Wear Daily, as well as W magazine.

The re-launch M (the full title of the original was M: The Civilized Man), will be introduced as a quarterly magazine with an initial circulation of 75,000-100,000, delivered to men with a median household income of $200,000-plus and sold at newsstands in fashion capitals like Milan, Paris and London.

Fairchild Publications closed the original M because of what it said at the time was a poor market for luxury goods advertising.  Now, it seems, times have changed—ad pages are up for many publications, and men are decidedly more serious about masculine fashion and lifestyle choices than they were 20 years ago—and before the term “metrosexual” had been uttered for the first time.

M will also be larger and glossier than Fairchild’s current men’s fashion trade publication Menswear, which it will shutter.  M will combine consumer and lifestyle coverage with an inside look of the men’s fashion industry. Adweek reports that Fairchild editorial director Peter Kaplan, who previously wrote for the original M, will oversee the re-launch. About 25 existing Fairchild staffers from Style.com and WWD—and possibly a few outside writers will assist Kaplan.

 

 

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