Loaded, the original lads’ mag template, published by IPC, has fallen 15.4 per cent as measured by actively purchased circualtion for a total of 141,526 and down a jaw-dropping 34.6 per cent year on year while Dennis Publishing’s Maxim has seen a less drastic decline of 8.6 per cent in its actively purchased circualtion to 116,463. The title is down 21.7 per cent year on year.

The classier end of the market, taking in Arena and GQ, has also fared poorly. Emap’s Arena has plunged 13.9 per cent to 34,556 and is down 29.9 per cent. It looks like the magazine needs emergency resuscitation to stay viable and not go the way of The Face. Editor Will Drew has already been reassigned with deputy Paul Croughton named acting editor today (15 February).

Bright spots in the men’s monthly section include men’s health, up 1.2 per cent period on period by average net circulation -which includes bulks and sampling -  to 238,568 and up 2.2 per cent year on year. Condé Nast’s GQ is up 0.6 per cent to 127,505 and 1 per cent year on year while National Magazine Company’s Esquire rose by a slight 0.1 per cent to 52,468, although it was down 3.8 per cent year on year. Jeremy Langmead, previously of wallpaper*, took up the title of editor at Esquire in November

Jamie Bill, publishing director of GQ, said that GQ remained buoyant “through the quality and relevance of the editorial product” and that supplements encouraged sampling from new purchasers.

He added: “There is no doubt that the weeklies have affected circulation figures but not by replacing many of the monthly titles, rather the fact that many magazines in our competitive set have chosen to emulate them and consequently reduced their relevance to readers and advertisers alike.”

Emap announced earlier this month that it is holding a strategic review of all its titles and there could be some closures later this year.