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Consumer ABCs: January-June 2016: Men's Lifestyle

11 Aug 2016  |  Chad Potter 
Consumer ABCs: January-June 2016: Men's Lifestyle

In a market of declines and only marginal gains, Hearst's Esquire - although coming from a lower base - has recorded a boost in circulation of more than 10% in the first half of 2016.

The magazine brand's total digital and print circulation hit 64,700 in the January - June 2016 period, and was up 14.5% year on year.

Elsewhere in the paid-for section of the market there was largely bad news, however. Men's Health took a turn for the worse and dropped -7.5%, period on period, and -7% year on year. The fitness magazine has a combined print and digital circulation of 180,000.

After an excellent performance in the second half of 2015, Forever Sports was down -3.4% PoP to 101,400, but recorded a healthy year on year rise of 12%. Meanwhile, Conde Nast's GQ was down -2.5% PoP and -3.3% YoY to 117,000.

However, it was the freesheets that naturally dominated the top spots. Shortlist, only up 0.1% over the period, was the clear winner with a very healthy circulation of almost 506,000.

In second place Sport was also holding steady with a 0.5% rise to 306,400, with COACH not far behind on 301,000 (but with no comparable data between periods).

At the bottom of the rankings was Wired magazine [which women don't read, apparently - Ed], holding steady with a circulation of 54,000 (a 0.1% PoP gain).

Men's Lifestyle Magazines: Jan-Jun 2016 Comparisons
Print & Digital (Gross) Total Print Circulation Total Digital Circulation
Title Publisher Jan - Jun 16 % PoP % YoY Jan - Jun 16 % PoP % YoY Jan - Jun 16 % PoP % YoY
Total 1,689,883 1,655,996 33,887
Shortlist Shortlist Media Ltd 505,876 0.10 0.70 505,876 0.10 0.70 n/a n/a n/a
Sport UTV Media Ltd 306,384 0.50 0.70 306,384 0.50 0.70 n/a n/a n/a
COACH Dennis Publishing Limited 300,997 n/a n/a 300,997 n/a n/a n/a n/a n/a
Men's Health Hearst-Rodale 180,082 -7.50 -7.10 169,328 -9.70 -8.40 10,754 48.20 18.00
GQ Conde Nast Publications Ltd 117,039 -2.50 -3.30 107,496 -1.90 -2.10 9,543 -8.90 -15.50
Forever Sports Haymarket Network 101,430 -3.40 12.00 101,430 -3.40 12.00 n/a n/a n/a
Esquire Hearst Magazines UK 64,712 10.30 14.50 57,976 7.00 13.00 6,736 49.80 29.70
Square Mile Square Up Media 59,269 -0.20 -0.60 59,269 -0.20 -0.60 n/a n/a n/a
Wired Conde Nast Publications Ltd 54,094 0.10 0.10 47,240 1.60 1.90 6,854 -9.10 -10.90
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