Nuts And Zoo Hit Sales Of Monthly Lads’ Mags

Sales of traditional men’s lifestyle magazines are believed to be falling rapidly following the multi-million pound launch of weekly competitors, Nuts and Zoo, earlier this year.

Senior magazine sources quoted by the Observer claim that the launch of Emap’s Zoo and IPC Media’s Nuts have dented the circulations of their more established monthly counterparts, FHM and Loaded.

Internal figures reportedly show that sales of Loaded, which averaged 263,107 a month in the last half of 2003, have fallen by up to 15%. Sales of the market leading FHM, which stood at just over 600,000 copies over the same period, are understood to have fallen by around 4%.

Sales of Highbury Cabal’s Front and Dennis Publishing’s Maxim have also reportedly been hit by the arrival of Nuts, which is thought to be selling around 225,000 copies and week and Zoo, with weekly sales in excess of 150,000.

Both magazines have been supported by extensive television advertising campaigns targeting their core readership of males aged between 16 and 30 with an interest in sport, cars and girls. Emap and IPC believe the magazines have expanded the men’s lifestyle market and claim that some cannibalisation of existing titles was expected. However the declining circulation may prompt advertisers to demand a reduction in rates.

The men’s lifestyle magazine market has experienced something of a rocky ride over the last few years as it came down to earth with a bang following its rapid rise to notoriety in the late nineties. However, the sector appears to be stabilising, despite increased competition and a notoriously fickle readership.

A number of publishers including German magazine giant H Bauer and Richard Desmond’s Northern & Shell are believed to be planning their own weekly men’s lifestyle magazines. Bauer’s title is reportedly codenamed Project Sue and is headed by former Men’s Health editor, Simon Geller (see H Bauer Rumoured To Be Preparing New Men’s Weekly).

Emap: 01733 568 900 www.emap.co.uk IPC Media: 0870 4445 000 www.ipcmedia.com

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