Consumer ABCs: January-June 2016: Men’s Lifestyle

In a market of declines and only marginal gains, Hearst’s Esquire – although coming from a lower base – has recorded a boost in circulation of more than 10% in the first half of 2016.

The magazine brand’s total digital and print circulation hit 64,700 in the January – June 2016 period, and was up 14.5% year on year.

Elsewhere in the paid-for section of the market there was largely bad news, however. Men’s Health took a turn for the worse and dropped -7.5%, period on period, and -7% year on year. The fitness magazine has a combined print and digital circulation of 180,000.

After an excellent performance in the second half of 2015, Forever Sports was down -3.4% PoP to 101,400, but recorded a healthy year on year rise of 12%. Meanwhile, Conde Nast’s GQ was down -2.5% PoP and -3.3% YoY to 117,000.

However, it was the freesheets that naturally dominated the top spots. Shortlist, only up 0.1% over the period, was the clear winner with a very healthy circulation of almost 506,000.

In second place Sport was also holding steady with a 0.5% rise to 306,400, with COACH not far behind on 301,000 (but with no comparable data between periods).

At the bottom of the rankings was Wired magazine [which women don’t read, apparently – Ed], holding steady with a circulation of 54,000 (a 0.1% PoP gain).

ABC