LADS’ MAGS WILL HAVE TO PULL IT OUT THE (MODESTY) BAG TO WIN THE MARKETING BATTLE

LADS’ MAGS WILL HAVE TO PULL IT OUT THE (MODESTY) BAG TO WIN THE MARKETING BATTLE

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Yesterday marked a significant coup for self-titled feminists everywhere as supermarket giant The Co-operative announced it would no longer be stocking lads’ mags.

 The decision followed an intensive campaign from the Lose the Lads’ Mags supporters who were intent on ridding newsagent and supermarket shelves from scantily-clad women, citing inequality as their main driver.

 The Co-operative has now announced it will not be selling Nuts, Zoo or Front, after the publications refused to package themselves in ‘modesty bags.’ But who are the real winners here? Of course, the anti-topless-model gang will be congratulating themselves on having their argument vindicated… but what about The Co-operative? Ok, the retailer may be showing it’s not willing to accept the fact that magazines won’t cover themselves up, so to speak, but is this a case of double standards?

 While those publications will no longer be on offer, there’s still the usual influx in women’s magazines of ‘who wore it best’, ‘circle of shame’, ‘before and after’ weight-loss features and, of course, a decent array of shirtless men flaunting their bare torsos for all the ­­– usually female – readership to see. The Co-operative may have put its foot down to spare customers and employees the sight of page-three style shoots, but bikinis, bums and boobs will still be in abundance.

The other question is whether, despite a strong stance from the glamour models themselves, this could be the beginning of the end for lads’ mags. Publishing houses must surely be doing their sums to figure out how this latest blow is going to affect future sales and revenue, while drawing up plans to ensure other outlets don’t follow (swim)suit.

 Whatever the outcome, it’s sure to take all their marketing and PR power to figure out a way to prove there is still a place for them on the shelves and why they shouldn’t be hidden away in modesty bags.