Just what the 50-plus male golfer needs: A new monthly called Calibre featuring Top Gear's James May

Top Gear’s James May is the cover star for a new magazine aimed at affluent middle-aged men

Meda Editor

The golf club might have a new bible. It comes in the shape of a magazine aimed at the “often-overlooked” demographic of the wealthy 50-plus male.

The pin-up boy for Calibre is the Top Gear presenter James May, which the magazine describes as “an excellent ambassador for this affluent, sophisticated and intelligent demographic”.

In the launch edition, on sale from 1 May, the BBC petrol head – who is described as a “pub philosopher” and interviewed in a local hostelry - provides an “intimate” interview in which he talks about his lifestyle and gives his views on “what it really means to be a bloke in in his Fifties”.

Calibre sets out its stall with a decidedly county feel, promising to put the Range Rover Freelander 2 “through its paces” and offering readers the chance to win a Barbour jacket. Calibre man may well be unaware that such waxed garments have more recently been adopted as the uniform of young urban hipsters.

Sport will be covered in the form of features on the Isle of Man TT, the Goodwood Test of Speed – and golf. Columnists include Gill Wadsworth, a pensions and investments specialists, and City analyst Angus Campbell. There are regular columns on wine and whisky.

If you are the type of middle-aged man who Radio 1 is desperately trying to disown as a listener then it’s probably safe to say that Calibre is not for you.

There is a touch of the Victor Meldrews about this new arrival to the 21 century newsstand. Its “flagship regular feature” has the cantankerous title “12 Angry Men” and “asks a panel of 12 readers for their honest opinions on contemporary issues”. Harrumph.

James May's book
Publisher James Hurst said that the “12 Angry Men” feature was inspired by the 1957 Henry Fonda film of that name and that Calibre’s first reader jury would be addressing the thorny subject of marriage and divorce. Future issues will focus on the topics of the National Health Service and immigration.

Mr Hurst said that well-off 50-plus British males “tend to feel marginalised in society” and, although he accepted that they often also wield power, argued that the demographic was frequently ignored by both media companies and advertisers. He said that men’s magazines, such as GQ and Esquire, were pitched at young men and placed an emphasis on fashion.

Calibre does not regard the Internet as a dangerous modern invention and Mr Hurst said the magazine would have a digital edition and promote itself on social media.

But he argued: “Whether it’s a book, a newspaper or a magazine, the over-50s still adore print publications rather than e-zines or apps.”

Calibre, which is edited by Barnaby Dracup and begins with a 60,000 print run, will sell at £4.99 and donate 5 per cent of its profits to the Prostate Cancer Research Centre.

In addition to being sold in newsagents, it will be distributed through luxury hotels, private members clubs - and golf clubs.

Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksAn introduction to the ground rules of British democracy
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Guru Careers: Lead Systems Developer / Software Developer

COMPETITIVE + Excellent Benefits: Guru Careers: A Lead Systems Developer / Sof...

Recruitment Genius: Social Media & Engagement Manager - French or German Speaker

Negotiable: Recruitment Genius: The world's leading financial services careers...

Recruitment Genius: Digital Marketing Executive - 6 Months Contract

£28000 - £30000 per annum: Recruitment Genius: The Digital Marketing Executive...

Guru Careers: Account Manager / Senior Account Manager

40-45K DOE + Benefits: Guru Careers: An Account Manager / Senior Account Manag...

Day In a Page

A nap a day could save your life - and here's why

A nap a day could save your life

A midday nap is 'associated with reduced blood pressure'
If men are so obsessed by sex, why do they clam up when confronted with the grisly realities?

If men are so obsessed by sex...

...why do they clam up when confronted with the grisly realities?
The comedy titans of Avalon on their attempt to save BBC3

Jon Thoday and Richard Allen-Turner

The comedy titans of Avalon on their attempt to save BBC3
The bathing machine is back... but with a difference

Rolling in the deep

The bathing machine is back but with a difference
Part-privatised tests, new age limits, driverless cars: Tories plot motoring revolution

Conservatives plot a motoring revolution

Draft report reveals biggest reform to regulations since driving test introduced in 1935
The Silk Roads that trace civilisation: Long before the West rose to power, Asian pathways were connecting peoples and places

The Silk Roads that trace civilisation

Long before the West rose to power, Asian pathways were connecting peoples and places
House of Lords: Outcry as donors, fixers and MPs caught up in expenses scandal are ennobled

The honours that shame Britain

Outcry as donors, fixers and MPs caught up in expenses scandal are ennobled
When it comes to street harassment, we need to talk about race

'When it comes to street harassment, we need to talk about race'

Why are black men living the stereotypes and why are we letting them get away with it?
International Tap Festival: Forget Fred Astaire and Ginger Rogers - this dancing is improvised, spontaneous and rhythmic

International Tap Festival comes to the UK

Forget Fred Astaire and Ginger Rogers - this dancing is improvised, spontaneous and rhythmic
War with Isis: Is Turkey's buffer zone in Syria a matter of self-defence – or just anti-Kurd?

Turkey's buffer zone in Syria: self-defence – or just anti-Kurd?

Ankara accused of exacerbating racial division by allowing Turkmen minority to cross the border
Doris Lessing: Acclaimed novelist was kept under MI5 observation for 18 years, newly released papers show

'A subversive brothel keeper and Communist'

Acclaimed novelist Doris Lessing was kept under MI5 observation for 18 years, newly released papers show
Big Blue Live: BBC's Springwatch offshoot swaps back gardens for California's Monterey Bay

BBC heads to the Californian coast

The Big Blue Live crew is preparing for the first of three episodes on Sunday night, filming from boats, planes and an aquarium studio
Austin Bidwell: The Victorian fraudster who shook the Bank of England with the most daring forgery the world had known

Victorian fraudster who shook the Bank of England

Conman Austin Bidwell. was a heartless cad who carried out the most daring forgery the world had known
Car hacking scandal: Security designed to stop thieves hot-wiring almost every modern motor has been cracked

Car hacking scandal

Security designed to stop thieves hot-wiring almost every modern motor has been cracked
10 best placemats

Take your seat: 10 best placemats

Protect your table and dine in style with a bold new accessory