Men’s publishing brand Boss Hunting will expand its presence in 2024 with a new print magazine.
Lead image: John McMahon and Jack Slade
‘BH’ magazine will prove a stylish and engaging extension of Boss Hunting’s current digital media portfolio and the continuing success of bosshunting.com.au, which in 2023 averages 500,000 unique monthly visitors, with more than 700,000 followers across its social channels.
On sale in April 2024, BH magazine will inform a wider Boss Hunting brand evolution that will further cement its ownership of the local men’s lifestyle category.
“In the eleven years since we launched Boss Hunting, we’ve proven that we know what Australian men want and how to engage them – and we’ve done this, in part, by adding personality and being proudly Australian-first,” said founder Jack Slade. “Quality content is our top priority, and we’re confident that a magazine is the right format to showcase this. We want to continue to grow this brand while investing in the local media landscape with a layered, robust and unique new initiative”.
“In 2023, digital content is so heavily skewed to search – chasing vanity numbers for a media kit – when in fact publications should be judged on the brand they’ve built and the trust they’ve established with their audience'” said co-founder and managing editor James Want.
“A magazine allows us to return to the glory days of content, to indulge our readers and continue to build that trust. Print will showcase the very best of BH, while offering our clients a new luxury format to speak to our engaged audience and beyond”.
BH magazine will launch with a suite of new content initiatives, each built on a firm foundation of unrivalled and evocative storytelling and what is the BH mission to further ‘a life well lived’ across the key pillars of ‘Motors’, ‘Watches’, ‘Travel’, ‘Success’, ‘Style’, ‘Gear’, ‘Devour’ and more.
Via his creative agency, Bleue, former GQ Australia and Robb Report editor in chief Richard Clune will oversee production strategy on BH magazine, alongside Slade, Want and commercial manager John McMahon.
“As a print devotee this is an incredibly exciting project for us to work on – set to deliver a peerless new title and what will also be a tangible illustration of the BH evolution,” said Clune. “When you know your audience and know your brand like the savvy and dedicated BH team, well, there are some rousing avenues of engagement to be had”.“Jack, James and I have been driving competing men’s lifestyle brands for the past decade, so coming together and aligning our ideas and knowledge on this project is especially inspiring”.
A biannual title, BH magazine will be made available by direct sale and subscription as well as on targeted newsstands and via an exclusive suite of distribution partners.
