One-hundred and fifty thousand readers of The Globe and Mail, Vancouver Sun, Montreal Gazette along with strategic promotional copies are getting an added bonus today — a fall FASHION Men’s style special issue. An extension of FASHION magazine which is published by St. Joseph Media 10 times a year, the supplement was a good idea, says Douglas Knight, president of St. Joseph Media because of the large male readership the magazine has. “The editors of FASHION are always tracking what is going on in the world of men’s fashion because of the significant male readership,” he says. “They thought since there is so much going on they would do a men’s style guide for the fall, see what it would look like.”

The typical male readership of FASHION is 21% or 406,000 according to the latest PMB statistics, says Karen Cleveland, marketing and promotions director for St. Joseph Media.

The 68-page, standard size, perfect bound supplement had its launch party last night in Toronto, complete with a Hugo Boss fashion show, Audi sports car launch and a cigar and scotch tasting room. Knight says the style guide was well underway before the demise of men’s fashion magazine SIR, which was published by the Kontent Group and shuttered earlier this summer.

Based on the positive response, there is a good chance of a second issue for the supplement, says Knight. “The response has been extraordinary,” he says.” I think there is room for this, an appetite for it. It is quite likely we’ll be doing this again.”