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.
| Title | Publisher | Jul-Dec 09 | Jul-Dec 10 | Actual Change | % Change | Jan-Jun 10 | PoP % Ch |
|---|---|---|---|---|---|---|---|
| Shortlist* | Shortlist Media Ltd | 513,148 | 521,713 | 8,565 | 1.7 | 518,222 | 0.7 |
| Sport | UTV Media Ltd | 306,435 | 306,540 | 105 | 0.0 | 305,479 | 0.3 |
| Men’s Health | The National Magazine Company Ltd | 250,577 | 245,923 | -4,654 | -1.9 | 245,754 | 0.1 |
| FHM (For Him Magazine) | Bauer Consumer Media | 231,235 | 177,261 | -53,974 | -23.3 | 192,586 | -8.0 |
| Nuts* | IPC Media Ltd | 176,835 | 142,212 | -34,623 | -19.6 | 147,134 | -3.3 |
| GQ | Conde Nast Publications Ltd | 120,057 | 120,087 | 30 | 0.0 | 120,063 | 0.0 |
| Stuff | Haymarket Publishing Group Limited | 95,695 | 92,959 | -2,736 | -2.9 | 85,370 | 8.9 |
| BBC Focus | Bristol Magazines | 71,783 | 72,183 | 400 | 0.6 | 73,614 | -1.9 |
| Men’s Fitness | Dennis Publishing Limited | 68,037 | 68,843 | 806 | 1.2 | 68,123 | 1.1 |
| Zoo* | Bauer Consumer Media | 102,043 | 68,610 | -33,433 | -32.8 | 80,026 | -14.3 |
| Healthy for Men** | River Publishing Ltd | 51,377 | 59,992 | 8,615 | 16.8 | 56,356 | 6.5 |
| Esquire | The National Magazine Company Ltd | 59,160 | 59,382 | 222 | 0.4 | 58,151 | 2.1 |
| Wired | Conde Nast Publications Ltd | 48,275 | 50,044 | 1,769 | 3.7 | 50,009 | 0.1 |
| Loaded | IPC Media Ltd | 71,251 | 49,448 | -21,803 | -30.6 | 53,591 | -7.7 |
| Total: | 2,165,908 | 2,035,197 | -130,711 | -6.0 | 2,054,478 | -0.9 |
*Published Weekly **Published Bi-Monthly
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