Consumer ABCs: Men’s Lifestyle

The men’s lifestyle market is still fairly stable, with some healthy circulations and small period-on-period gains. However, year-on-year, every title has recorded a decline.

Freebie hand-out Shortlist remains the market leader with a (print-only) circulation of 503,000 and was only down -0.1% period-on-period and -0.4% year-on-year.

In second place is Hearst-Rodale’s Men’s Health, up 0.6% PoP and -3.5% YoY with a print and digital circulation of 175,600, followed by Conde Nast’s GQ which was up 0.9% PoP and down -0.4% over the year. The publication, which famously featured Labour leader Jeremy Corbyn on its cover in December, now has a print and digital circulation of just over 115,000.

Esquire, which had a bad opening to the year, reversed its fortunes in H2 and was up 1% to almost 63,000. The title was down -3.7% over the year.

Meanwhile, print-only magazine Square Mile was down -1.2% to just under 59,000, while Wired (still in the ‘Men’s Lifestyle’ category – come on, it’s 2018!) was down -1.9% PoP and -5.7% YoY to a combined print and digital circulation of 50,000.

The worst performing titles were T3 from Future Publishing and Men’s Fitness from Dennis Publishing. Both titles, which only record yearly figures, were down -14% and -18%, respectively.