IPC Media, the UK's largest consumer magazine publisher, today unveils its biggest ever launch, titled Nuts.

Backed by an £8million marketing investment, IPC is aiming to create a completely new category of magazine: the weekly general interest magazine for men. The first issue of Nuts will be given away to more than one million men next week. The first paid-for issue goes on sale on January 22.

Nuts is the first fruit of the IPC Media launch programme announced by IPC chief executive Sylvia Auton one year ago, and headed by IPC editorial director Mike Soutar.

The magazine will offer readers an innovative mix of sport, news, television and women, presented in a fast, accessible format.

Sylvia Auton said: "IPC is once again breaking new ground in magazine publishing. The men's weekly market is bursting with potential, and we believe this launch will significantly grow the market as a whole. Nuts is a good indication of the scale and ambition of our launch programme. I am pleased to say that our parent company, Time Inc., fully shares our appetite for growth and innovation."

Phil Hilton, one of the most experienced journalists working in men's media, will edit Nuts. Alongside Phil, leading a team of 33 journalists, will be Derek Harbinson, a former editor of Loaded, who joins from Haymarket as deputy editor, and ignite! group art director Steve Fawcett, who will be art director.

IPC editorial director Mike Soutar commented: "Phil and his team have created a distinctive and unique magazine which will engage readers of all ages. Nuts has the mainstream appeal of a popular daily, combined with the wit and colour of a glossy men's monthly. With fascinating stories and memorable photography, Nuts will be the fuel for conversations in bars up and down the land."

£8 million has been committed to marketing Nuts in 2004. A national TV campaign breaks on January 18, backed by press, PR and retail support. Abbott Mead Vickers BBDO and Walker Media are handling the creative and media respectively, with Resonate handling consumer PR.

While Mike Soutar has led the launch process for Nuts, and will stay close to the title during its launch phase, he continues to lead the IPC launch programme, with other new titles in the pipeline.

Nuts will join the IPC ignite! portfolio of men's lifestyle and music magazines, alongside Loaded, NME and Uncut.

Ignite! managing director Tim Brooks said: "When IPC launched Loaded in 1994, received wisdom was that men's monthlies were just a niche market with limited potential. IPC's success with Loaded spectacularly proved this was not the case, and spawned an entire new category of magazines, now one of the largest in the market. We believe there is huge potential for men's weeklies. With Nuts, IPC is once more leading the creation of a whole new sector."