New Canadian men’s mag on the way

The Male Perspective will be the third magazine from the publisher of Canadian Architecture & Design and North of 89 when it arrives in January.

Just two months after launching Canadian Architecture & Design magazine, publisher Mike Dunphy has announced plans to introduce The Male Perspective – ‘a different kind of men’s magazine’ – in January.

The reasoning behind the move, Creemore, ON-based Dunphy tells MiC, is that ‘There is no general interest men’s magazine in Canada that speaks to the average male, the guy who’s not making $250,000 a year and owns four houses.’

Also the founding publisher of North of 89, Dunphy says his newest venture will be a bi-monthly ‘covering subjects and trends that reflect the varied styles of today’s upwardly mobile Canadian male.’ With a cover price of $4.95, initial distribution will be 75,000 per issue, 40,000 of which will go to newsstands with 35,000 handed out at sporting events and during special promotions.

The Male Perspective will be practical and aspirational,’ says Dunphy, and focus on sports, entertainment, technology, business and finance, food and wine, health and fitness and automobiles. All in all, Dunphy concludes, ‘We’re going to be a man’s-man type of magazine.’

Advertisers for the new publication are now being approached, and promotional plans for its launch are in development in-house. Boxer Media is handling ad sales.