The renaissance of print is continuing with the launch of B.H. The new magazine is published by the team at men’s lifestyle brand Boss Hunting.
Helping coordinate the project is publisher Richard Clune and his creative agency Bleue. Clune has had a long career as a journalist. Most recently, he was editor-in-chief of GQ and then Robb Report.
The team is calling B.H. more than a simple extension of Boss Hunting’s digital platforms.
B.H. does share some of the ethos that appeals to the Boss Hunting audience – “high-quality, hyper-relevant content to Australian men aged 18-40”.
The publishers have explained, “the print title sets an unrivalled agenda in domestic men’s lifestyle publishing with engaging, stylish and peerless storytelling that is also proudly Australian”.
Inside the new B.H. magazine
The key pillars of the title are motors, watches, travel, style, gear/pop culture, and food vertical, devour.
The launch edition has an exclusive feature with award-winning Australian actor Joel Edgerton, plus the world’s most travelled man Fred Finn, and lunch with Ferrari F1 driver Charles Leclerc (at Maranello, the home of Ferrari).
There is also coverage of luxury watches plus an interview with Australian watchmaker Reuben Schoots.
Other launch features include New Zealand ‘gumboot luxury’ and Porsche’s new, all-electric Macan.
B.H. also uncovers the secrets to building a social media empire with chef-turned-creator Andy Hearnden.
Boss Hunting co-founders Jack Slade and James Want
Editor-in-chief James Want and MD Jack Slade
“Jack [business partner] and I grew up reading magazines, they are the reason Boss Hunting exists,” the brand’s co-founder and B.H. editor-in-chief James Want said this week.
“It was always a dream to one day introduce a print format that would elevate the B.H. brand and we couldn’t be happier with the results. We’re pushing back against the algorithmic demands of digital, growing our audience, and repositioning our brand while taking our competitors, and the incumbents, head-on.”
Boss Hunting co-founder and managing director Jack Slade added: “We’re a proudly Australia-first product and have never lost the lust for delivering engaging, quality content to Aussie men. Boss Hunting continues to lead the way in the Australian men’s lifestyle category, and we know this magazine will further excite and engage while also attracting a wealth of newcomers.”
Publisher Richard Clune
Meet the B.H. team
In addition to Boss Hunting co-founders Want and Slade, and publisher Clune, deputy editor and subbing duties are handled by Karlie Verkerk (ex-Gourmet Traveller).
Boss Hunting commercial manager John McMahon was responsible for a debut B.H. client list that includes IWC, Grand Seiko, Hublot, TAG Heuer, Kia, Tudor, BOSS, Rimowa, Franck Muller, Crown Sydney, Patrón, Grey Goose, Langtons, B&O, and Brabus.
The initial plan is to publish two magazines a year. Volume 2 is due on newsstands in October 2024.
B.H. Volume 1: Inside the first edition
Total pages: 162 pages
Ad pages: 35
Pages about travel: 35
Pages about watches: 15
Price: $20
Subscription: $40 (biannual)
Cover boast: “A life well lived.”