Magazine article Marketing

Media: ABCs - Maxim Hardest Hit as Men's Monthlies Audience Slumps

Magazine article Marketing

Media: ABCs - Maxim Hardest Hit as Men's Monthlies Audience Slumps

Article excerpt

Men's magazines unveiled largely dismal figures in the ABCs for January to June 2006, with the top three monthlies having shed more than 272,628 copies between them over the past year.

Emap flagship FHM took a 24.9% year-on-year fall in circulation to 420,688. IPC's Loaded also failed to slow its decline, despite its recent relaunch, with a 21.9% year-on-year slide to 185,268. Dennis Publishing's Maxim plummeted to 146,043 - a dramatic 35.8% slump since last year.

Emap is keen to downplay the fall in sales of the print version of FHM, pointing to the growth of the brand across mobile and internet platforms, as well as its huge international reach. Emap Advertising group managing director Marcus Rich said that although he expected analysts to start writing the death notices for the monthly men's market, the FHM brand has never been bigger.

Eric Fuller, publishing director of Loaded and Nuts at IPC, said men's monthlies are far from endangered, pointing to the fact that the top titles still sell more than 1. …

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