ABC Results Jan-Jun 2006:Men’s Magazines Suffer Declining Circulations
The latest ABC results for the six months to June 2006 show that some of the biggest titles in the men’s magazine sector are suffering declining sales.
The biggest percentage decline in the men’s market was that of Maxim, which saw sales fall 35.8% year on year, although this was not the biggest decline in real terms, as FHM shed around 139,500 in sales, leaving it with a total circulation of 420,688. However, FHM it is still far and away the most widely purchased magazine in the sector.
IPC’s Loaded saw a fall of 21.9%, a decline of 51,815 in real terms, which left it with average sales of 185,268 in the first half of 2006.
Haymarket’s Stuff, the gadget and technology magazine, recorded the biggest year on year increase in circulation, with a rise of around 20% edging the magazine towards the 100,000 sales marker.
Men’s Health, published by Natmag Rodale, increased sales by almost 8,000 year on year, taking the title to well over 235,500 to become the third biggest title in the sector.
Subsequently, men’s weekly title Zoo has been squeezed down to fourth place, with a drop of 32,000 year on year to 228,024, while chief competitor Nuts saw sales remain static as the IPC title maintains a circulation of over 300,000.
| Men’s Lifestyle Magazine Circulations: Jan-Jun 2006 Year On Year Comparisons | |||||
| Title | Publisher | Jan-Jun 05 | Jan-Jun 06 | Actual Change | % Change |
| Arena | EMAP | 46,680 | 40,140 | -6,540 | -14.0 |
| Bizarre | Dennis Publishing Limited | 76,328 | 65,959 | -10,369 | -13.6 |
| Esquire | The National Magazine Company Ltd | 63,605 | 52,437 | -11,168 | -17.6 |
| FHM (For Him Magazine) | EMAP | 560,167 | 420,688 | -139,479 | -24.9 |
| Focus | Bristol Magazines | 55,073 | 58,272 | 3,199 | 5.8 |
| GQ | Conde Nast Publications Ltd | 125,050 | 126,797 | 1,747 | 1.4 |
| Loaded | IPC Media Ltd | 237,083 | 185,268 | -51,815 | -21.9 |
| Maxim | Dennis Publishing Limited | 227,377 | 146,043 | -81,334 | -35.8 |
| Men’s Fitness | Dennis Publishing Limited | 66,474 | 67,674 | 1,200 | 1.8 |
| Men’s Health | Natmag Rodale | 228,108 | 235,833 | 7,725 | 3.4 |
| Nuts* | IPC Media Ltd | 304,751 | 304,785 | 34 | 0.0 |
| Stuff | Haymarket Publishing Group Limited | 77,373 | 92,672 | 15,299 | 19.8 |
| Zoo* | EMAP | 260,317 | 228,024 | -32,293 | -12.4 |
| *Published Weekly | |||||
The figures listed in NewsLine’s ABC reports are those reported by the Audit Bureau of Circulations (ABC) as at Thursday 17 August 2006. 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