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ShortList falls into a booby trap

Posted in Media, Nikki Preston, Latest reporters' blogs December 14th, 2007 by Nikki Preston

It has taken ShortList a mere 13 issues to succumb to the tits and arse formula of its paid rivals Nuts and Zoo.

Instead of previous cover shots of Daniel Craig and Lewis Hamilton, Mike Soutar and his team have this week climbed down from their high horse and opted for a rather ‘boob heavy’ image of Eva Mendes.

This revealing shot of the attractive Mendes comes from a title that at launch claimed it would appeal to the “affluent male” with pithy content covering sport, entertainment, motoring and travel. The absence of scantily dressed women was going to be the point of difference – well so they said…until now.

One thing is for sure, any doubts about whether this freesheet was actually getting into the hands of women, will be laid to rest as Mendes’ boobs clearly scream out that it is a lads only title.

Is ShortList’s decision to put boobs in the picture a sign that it, as anecdotally mentioned, is failing to hit its target circulation of 500,000? Or is it simply proving that deep down men still only have one thing on their minds…