FHM Sales Slip During 1998

FHM‘s towering domination of the men’s lifestyle magazines market continues with this round of results. However, whilst year on year figures show the title going from strength to strength (up by 16.7%), a six month comparison paints a picture slightly less rosy. Period on period EMAP Metro’s FHM sales were down by almost 24,000 copies, with the July-December audit coming in at 751,000.

FHM‘s closest rival, IPC’s Loaded, has seen a very steady circulation over the last year and a half, up by around 15,000 copies year on year and virtually no change period on period. Tim Southwell, a co-founder of Loaded, recently returned to the helm of the magazine at a point when Loaded is no longer breaking new ground but is merely one title in a market of imitative copies. It will be interesting to see if he can now inject a freshness and vitality into the title so that it stands out in the market once again and perhaps grow its circulation rather than treading water.

The other big player in the lads’ mag market is Dennis Publishing’s Maxim. Maxim is growing well at present with almost 73,000 copies growth year on year. Maxim also received a new editor at the end of last year as Chris Maillard moved over from Top Gear magazine (see Top Gear Editor Moves To Maxim). Rodale Press’ Men’s Health is performing very strongly at present with a year on year growth of just under 26%. In more staff-swapping, Maxim‘s managing editor Simon Geller joined Men’s Health as editor following the departure of Phil Hilton. Hilton left Rodale for IPC where he will be editor of a new men’s magazine expected to target an older audience than Loaded.

Sky magazine’s circulation is slipping back significantly at present, down by 54,000 copies (29%) year on year. In December Sky‘s editor Chris Hemblade left the title and is currently providing material freelance for EMAP’s Heat (see Complainants Get Hot Under The Collar Over Heat Ad).

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