ABC Results Jul-Dec 2007:Shortlist Falls Just Short Of Circulation Target

The latest ABC figures show that men’s free weekly title Shortlist had the largest circulation figure in the men’s lifestyle sector, although it just missed its target of 500,000 copies.

Shortlist, which launched in September last year (see Free Men’s Mag ShortList Grows), had a total circulation of nearly 463,000 copies (as the title only launched in September, this figure is for the period October to December).

Bauer Consumer Media’s FHM suffered a year on year downturn of around 15%, to leave it with a total figure of more than 315,000, although it was up period on period by around 1%.

Bauer acquired FHM when it bought Emap’s magazine division last December (see Media In The City: Emap Sells Magazine And Radio Arms To H Bauer).

Also down year on year was IPC Media’s Loaded, with a fall of almost 30% leaving its total at around 115,000.

There was a relatively large decline for Maxim, which was down by almost 40.5% year on year and around 27% period on period. It now has a circulation of more than 78,000 copies.

Men’s Health, published by Natmag Rodale, remained reasonably static year on year, with a rise of just under 1% taking its circulation to more than 240,000.

The paid-for weekly titles, Zoo and Nuts, both reported falls in their circulations for the six month period, of 12.5% and 8.5% respectively.

Zoo now has a total figure of around 179,000, while Nuts‘ rests at around 270,000.

The men’s digital only magazine Monkey, published by Dennis, posted an ABCe figure of almost 272,000, up by more than 29.5% year on year.

Monkey is delivered via email, and this figure takes into account each publication opened.

On Tuesday, Dennis Publishing announced that it will be launching another digital only magazine in March, following on from the success of Monkey (see Dennis Launches Second Digital Only Magazine).

Gizmo will be a consumer technology digital magazine, which will launch on 11 March and be distributed as an email free of change.

Arena, also one of the titles to come under Bauer’s ownership last December, was down by almost 18.5% period on period. It now has a circulation of more than 25,000 copies.

The title underwent a relaunch at the end of last year, positioning itself as a lifestyle magazine for the “urban playboy in his late 20s to mid-30s” (see Arena Relaunches In Bid To Arrest Declining Sales).

Giles Hattersley, editor of Arena, said that it would be the “authoritative monthly bible that arms its readers with both the sharpest looks and opinions”.

The figures listed in NewsLine’s ABC reports are those reported by the Audit Bureau of Circulations (ABC) as at Thursday 14 February 2008. 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