Loaded loses a quarter of circulation
The majority of men’s magazine titles have seen another sharp fall in circulation, with IPC’s Loaded taking a painful fall of nearly 26 per cent period on period to 120,492, according to latest ABC figures.
Loaded’s weekly stablemate Nuts fell six per cent in average net circulation to 277,269 while rival Zoo, from Emap, fell 8.7 per cent to 186,732. The latter is down 18.1 per cent year on year and Nuts nine per cent.
Dennis Publishing's weekly digital magazine venture Monkey posted its second ABCe and saw a rise of 17 per cent in publication openings to 245,404.
The regiment of monthly lads’ mags saw average net circulation tumble with Emap’s FHM dropping 16.1 per cent to 311,590 and is down 25.9 per cent year on year. FHM has just been revamped and relaunched once again after the abandonment of the “tempered hedonist” approach of last year and will be hoping to see an improvement in the next ABCs.
Dennis Publishing’s Maxim has also dropped by 18.1 per cent to 107,687 and is down 26.3 per cent year on year.
All eyes will now be on Mike Soutar’s new venture ShortList, free men’s weekly set to launch in five cities on 20 September, to see whether this market can be rejuvenated.
Bright spots away from the packages of raunchy photo shoots and laddish humour include Rodel’s Men’s Health, up 0.2 per cent to 238,980 and Condé Nast’s GQ, up 0.3 per cent to 127,886. National Magazine’s Esquire rose two per cent to 53,537.
However, the situation has not improved for Emap’s sophisticated men’s title Arena, which has plunged a further 10.6 per cent from last period to 30,886. Last reported ABC figures in February this year saw it fall 13.9 per cent and its sustainability must now be in question.
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