ABC Results Jan-Jun 2005:Mens Weeklies See Strong Increases

Britain’s men’s magazines continued to see a fierce battle for supremacy in the six months to June, with the latest ABC figures providing year on year analysis of the market’s newest entrants, weekly titles Nuts and Zoo.

The new statistics show IPC’s Nuts retaining its lead over Emap’s Zoo, with a total circulation of 304,751. However, Zoo has made good headway, adding 30.1% to its total year on year, compared to Nuts‘ 5% increase in the same period. Zoo now commands total sales of 260,317.

However, Emap’s success with Zoo is in stark contrast to the performance of its flagship men’s monthly, FHM, which saw its circulation decline by 2.4% year on year in the six months to June. The title remains the nation’s best-selling men’s title, however, with a circulation of 560,167. IPC’s rival monthly, Loaded, managed an increase of 0.8% meanwhile, totaling 237,083 in the same period.

Elsewhere, Emap’s newest women’s weekly, Grazia, notched up a debut circulation figure of 155,157. The figure puts the title ahead of expectations, with Emap predicting a circulation of 150,000 within 12 months of the title’s launch (see Emap’s Grazia Hits Shelves).

Meanwhile, IPC saw greater success with its latest women’s weekly, Pick Me Up, aimed at a less up-market audience and comprising real life content backed by a £6 million marketing investment (see IPC Launches Pick Me Up To Boost Weekly Portfolio). The title, which launched with the UK’s largest ever sampling exercise, has reported a debut circulation of 503,950.

In women’s monthly titles, Conde Nast’s latest launch, Easy Living, reported a respectable debut circulation of 171,038. The glossy title, aimed at giving readers “simple ideas to make life that little bit easier,” launched in March with a cover price of £1.90 (see Easy Living Joins Women’s Monthly Market). Conde Nast managing director, Nicholas Coleridge, expected the title to achieve a circulation of between 150,000 and 200,000, a target which has been achieved (see Condé Nast Unveils Grown Up Women’s Title).

The figures listed in NewsLine’s ABC reports are those reported by the Audit Bureau of Circulations (ABC) as at Thursday 18 August 2005. Late submissions and changes may be made after this date, and will thereafter be amended in MediaTel’s Press database.

ABC: 01442 870 800 www.abc.org.uk