Soutar defends Shortlist

Mike Soutar, publisher of weekly freebie Shortlist denies a claim from Alan Brydon, head of press communication at MPG, a media buyer, that ‘the anecdotal evidence is unfortunately that they distribute [the magazine] to anybody and everybody who will take one.’

Soutar claims 82% of readers are in the ABC1 socioeconomic groups, but admits distributors have to judge age and wealth by appearance alone: ‘If somebody who’s female or doesn’t seem to fit the demographic wants it, you can’t snatch it back off them.’

The title is expected to deliver a circulation figure of more than 460,000, almost double that of Bauer/Emap monthly FHM – of which Soutar was once editor-in-chief – in today’s ABC figures.
FT report
Shortlist profile

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