The company behind Viz and Bizarre is considering launching a new magazine in the already crowded lads market.

John Brown, chief executive of John Brown Publishing, has confirmed that the company is working on a dummy for the magazine, which sources say is codenamed "Fit".

"We're researching three possible new launches," said Mr Brown. "One of them could be described as a lads' mag, although we prefer to see it as general lifestyle."

A new, out-and-out lads' launch would face tough competition in a market dominated by FHM, which sells 700,000 copies, and its rivals, Loaded and Maxim.

But recent circulation figures suggest that the lads' mag format could be staging a comeback against new "mature" men's titles. From January to June FHM increased sales by 2.1%, while Maxim's sales rose 5.2%.

However, the men's magazine market has declined over the past two years, with launches such as IPC's Later and Cabal's Mondo targeting a more mature "post Loaded" market and lads' staples such as Loaded adopting a "grown-up" policy.

Loaded, IPC's flagship title, is still without an editor followign the departure of Tim Southwell earlier this year.

There is still speculation that Front editor Piers Hernu was being lined up for the job, but it is thought that the appointment would not be made until after the reorganisation of IPC's Music & Sport department under new managing director Mike Soutar.

Mr Hernu was unavailable for comment.