Men's magazine market drops by 5pc in first half
Published 14/08/2010 | 05:00
Sales of men's magazines continued to decline sharply, according to the latest circulation figures.
The latest figures from the Audit Bureau of Circulation (ABC) show the men's magazine market dropped by 5pc in the first half of this year, with an average of about 2.1 million magazines in circulation in the UK and Ireland.
So-called 'lads' mags' were the hardest hit, with the weekly 'Nuts' and 'Zoo' magazines losing 22pc and 28pc year-on-year in the UK.
'Nuts' circulation stood at just over 147,000 in the six months to June, 67,000 more than 'Zoo', while the monthly 'Loaded' lost about 26pc of its readers to reach 53,591. 'FHM', until recently the best-selling monthly, lost 16pc to reach 192,586.
At the other end of the market, the apparently more highbrow men's magazines proved more resilient. 'Esquire' and 'GQ' did not see their circulation fall, with GQ remaining flat at 120,063 and 'Esquire' gaining 10pc to reach 58,151. 'Men's Health' slipped 1.9pc to 247,754.
In contrast, women's interest magazines continued to grow, recording year-on-year growth of 14pc, with nearly 6.5 million magazines in circulation.
'Glamour' remains the leading title, with a circulation of 526,216. 'Cosmopolitan' lost 9pc to fall back to just over 400,000, while 'Good Housekeeping' added 3pc to reach 422,496.