Magazine article Marketing

Media ABCs: Lads' Market Suffers Big Hit as Readers Turn to Web for Content

Magazine article Marketing

Media ABCs: Lads' Market Suffers Big Hit as Readers Turn to Web for Content

Article excerpt

The men's magazine market has taken another hammering in the ABCs, as IPC's Loaded and Nuts, and Emap's FHM and Zoo all experienced significant declines.

Loaded posted a period-on-period drop of 25.9% between January and June 2007, taking it to 120,492 copies, while its year-on-year figure fell 35%. Dennis Publishing's Maxim, meanwhile, posted a period-on-period decline of 18.1% and 26.3% year on year to 107,687 copies. The bubble also burst in the weekly sector, both Zoo and Nuts reporting significant drops.

The results marked a milestone for Conde Nast's GQ, which now sells almost 8000 copies more than original lads' mag Loaded. The upmarket men's monthly posted a period-on-period rise of 0.3% and a year-on-year increase of 0.9%, taking it to 127,886 copies. Natmag Rodale's Men's Health also posted a solid result, rising 1.3% on the year to 238,980.

While it is tempting to surmise that readers have grown tired of the 'tits and arse' formula of lads' magazines, industry experts believe they are simply getting more explicit content from the web.

Universal McCann press director Dan Pimm said that 20-something men are embarrassed to carry around magazines such as Nuts and Loaded. …

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