ABC Results Jan-Jun 2004: Men’s Weeklies Make Their Mark

The figures listed in NewsLine’s ABC reports are those reported by the Audit Bureau of Circulations (ABC) as at Thursday 12 August 2004. Late submissions and changes may be made after this date, and will thereafter be amended in MediaTel’s Press database. For full notes on how NewsLine’s reports are compiled please see NewsLine.

The multimillion launch of weekly rivals Nuts and Zoo earlier this year has sent shockwaves through the burgeoning men’s lifestyle magazine sector, according to the latest ABC consumer results for the six months to June 2004.

Debut circulation figures for both titles show that IPC’s Nuts has entered the sector in the number two spot just below market leading FHM, with an average weekly circulation of 290,337. This puts the title someway ahead of Emap’s Zoo, which recorded initial copy sales of 200,125 during the same period.

However, Zoo is not settling for second best and is planning a major relaunch over the next few months with the backing of an increased marketing budget. The revamp will include a new football section and a larger format with increased pagination.

The arrival of the two new weekly titles has had a negative impact on some of the more established men’s monthly magazines. IPC’s Loaded appears to be bearing the brunt of reader cannibalisation with circulation declining by 10.2% year on year to 235,140. FHM has also been dealt a blow by the weekly upstarts with sales dipping by 4.5% to below the crucial 600,000 mark.

Other monthly titles relying heavily on the tried and tested ‘boobs and booze’ formula also suffered from increased competition in the sector. Highbury Cabal’s Front dipped by 9.1% year on year to just over the 100,000 mark and Dennis Publishing’s Maxim slipped by 9.6% during the same period to 227,017.

However, Emap’s Arena proved immune to downturn, with its focus on fashion and photography helping it to see circulation surge by 28.9% year on year to 42,136. Condé Nast’s GQ also performed well with a solid 3.3% increase to 124,685.

Dennis Publishing’s Men’s Fitness proved there is still plenty of mileage in niche lifestyle sectors with circulation rising by a solid 10.1% year on year to 62,008. Meanwhile, Rodale’s Men’s Health, which is more closely aligned with the likes of GQ and Esquire, climbed 1% higher during the same period to 221,049.

The men’s lifestyle sector looks set to become increasingly competitive over the next few months, with the success of Nuts and Zoo prompting H Bauer to enter the market this week with Cut magazine and Richard Desmond’s Express Newspapers to draw up plans for the launch of another men’s weekly title called KO!.

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