ABC Results Jan-Jun 2007:Big Declines In Men’s Sector
It was a poor six months for the men’s magazine market, with both FHM and Loaded recording big circulation declines in the latest ABC release.
Emap’s FHM was the hardest hit in the sector, down by almost 110,000 copies year on year, a percentage decline of around 26%, leaving it with a total figure of almost 311,600. However, it remained the best selling magazine in the sector.
Loaded, published by IPC Media, suffered a year on year fall of 35%, or nearly 64,500 copies in real terms, to leave it with a total circulation of just under 120,500.
The weekly titles Zoo and Nuts did not fair much better than their monthly cousins, with Emap’s Zoo dropping by almost 41,300 copies year on year.
Its circulation now rests at just over 186,700, whilst Nuts is left at almost 277,300 after a real term decline of just over 27,500.
It was pretty much bad news all round, with some slight increases for a few titles, including BBC Focus, Men’s Health and Esquire.
Men’s Health and Esquire were up year on year by around 3,100 and 1,100 copies respectively, whilst BBC Focus grew by nearly 3,200 over the same time frame.
The aptly named Bizarre magazine fell by more than 17% year on year, to leave its circulation at almost 54,600, whilst the more upmarket Arena, published by Emap, was down just over 23% period on period, to leave its total at almost 30,900.
Dennis Publishing’s Maxim now has a circulation of almost 107,700, after a year on year decline of more than 38,500 copies, a drop of more than 26%.
Dennis Publishing did have something to smile about though, as its digital only magazine Monkey posted an ABCe figure of just over 245,400, up by around 17% from the last reporting period.
Monkey is delivered via email, and this figure takes into account each publication opened.
In February, Dennis Publishing appointed James Mallinson as the new publisher of Monkey, with the aim of driving the online mag’s commercial business forward (see Online Mag Appoints New Publisher).
| Men’s Lifestyle Magazine Circulations: Jan-Jun 2007 Year On Year Comparisons | |||||
| Title | Publisher | Jan-Jun 06 | Jan-Jun 07 | Actual Change | % Change |
| Arena | EMAP | 40,140 | 30,886 | -9,254 | -23.1 |
| BBC Focus | Bristol Magazines | 58,272 | 61,457 | 3,185 | 5.5 |
| Bizarre | Dennis Publishing Limited | 65,959 | 54,571 | -11,388 | -17.3 |
| Esquire | The National Magazine Company Ltd | 52,437 | 53,537 | 1,100 | 2.1 |
| FHM (For Him Magazine) | EMAP | 420,688 | 311,590 | -109,098 | -25.9 |
| GQ | Conde Nast Publications Ltd | 126,797 | 127,886 | 1,089 | 0.9 |
| Loaded | IPC Media Ltd | 185,268 | 120,492 | -64,776 | -35.0 |
| Maxim | Dennis Publishing Limited | 146,043 | 107,687 | -38,356 | -26.3 |
| Men’s Fitness | Dennis Publishing Limited | 67,674 | 65,366 | -2,308 | -3.4 |
| Men’s Health | Natmag Rodale | 235,833 | 238,980 | 3,147 | 1.3 |
| Monkey** | Dennis Publishing Limited | n/a | 245,404 | n/a | n/a |
| Nuts* | IPC Media Ltd | 304,785 | 277,269 | -27,516 | -9.0 |
| Stuff | Haymarket Publishing Group Limited | 92,672 | 92,793 | 121 | 0.1 |
| Zoo* | EMAP | 228,024 | 186,732 | -41,292 | -18.1 |
| *Published Weekly **Weekly Digital Magazine – ABCe figures | |||||
The figures listed in NewsLine’s ABC reports are those reported by the Audit Bureau of Circulations (ABC) as at Thursday 16 August 2007. 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