ABC Consumer Jul-Dec 2010: Men’s Lifestyle
It is a tale of two business models in the Men’s Lifestyle sector, with free titles taking up the top two positions once again, while paid-for titles struggle to keep the pace.
Shortlist remains in poll position after a small year on year increase, while fellow freebie Sport held on to second place, despite only distributing an extra 105 copies during the year.
However, it is a bleak picture for some of the best known brands – with FHM, Nuts, Zoo and Loaded all posting significant year on year declines.
In third place with a total of 246,000 copies, Men’s Health also suffered a drop in sales – down by almost 2% over the year.
As with the overall market, very few titles in the sector were able to boast a big jump in sales, however, River Publishing’s Healthy for Men put in an impressive performance – up 16.8% year on year to almost 60,000 copies – mirroring the success of its sister title in the Women’s Lifestyle sector Healthy.
Overall, the Men’s Lifestyle market is down 6.0% on last year.
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