Mr Hyde is the new digital daily for intelligent, career-focused men, created by a team of editors and journalists from ShortList. It is, say the publishers, a fast and precise email edit of the latest in culture and entertainment, the coolest new bars and restaurants and the best new style and grooming releases.
Phil Hilton, Editorial Director of Shortlist Media, says: “Tightened economic times have meant longer hours and fiercely competitive career paths. Urban men with complicated lives are no longer content to retire to the nearest faceless chain pub or plough through uninspiring TV channels. They want targeted, informed recommendations that will enhance their all-too-brief windows of leisure.
“Mr Hyde is not a listing but an informed friend who always knows where to find the latest pop-up bar, the hottest new bourbon and where to buy the eye-enhancing cream to disguise the effects for that big meeting the next day. We aim to inspire, provoke, entertain and help these busy men maximise their free time.”
Mr Hyde has been through an exhaustive round of research and technical development over the past six months, with focus groups and online users testing beta versions of the email, allowing the editorial team to steadily develop and hone the concept. The service also builds on the successes of Emerald Street, the award-winning daily for stylish women that was launched in mid-2011 and has already gained more than 80,000 loyal subscribers.
Publisher of Mr Hyde is Olivia Smith. Olivia says: “Mr Hyde gives advertisers a slick, daily, upmarket environment through which to reach an ABC1 male audience. With a single, striking advertising opportunity every day, Mr Hyde will stand out from other advertising channels by offering a glossy magazine-style environment in a digital world. It is a unique combination of branding and interactivity.”
Mr Hyde will begin publishing daily emails to registered members in late October.
