Jan-Jun ’96 ABC Figures: Men’s Magazine Sector

Loaded, IPC’s middle of the road magazine, has nearly doubled its circulation figures compared to last year. FHM, Emap’s equivalent to Loaded, also saw its circulation doubled which reflects the popularity of “new lad” magazines.

According to speculation, Maxim, published by Dennis Publishing, was expected to have its circulation doubled but only saw an increase of 45%. Although this is quite high, it is not as significant as its competitors, Loaded and FHM.

IPC has also announced the launch of Eat Soup *(IPC Aims To Take A Bite Out Of Men’s Market) in September and GQ Active was launched in June *(Magazine Review : GQ Active (Summer 1996)), both complementing the main men’s title.

The only decreases came from the more established magazines, Sky and Esquire.

All new ABC figures are available to MediaTel subscribers on our website and Talking Windows.

A limited number of ABC figures will also be available to IPA members on a first-come-first-served basis. Members should call Lynne Robinson on 0171 235 7020.

*MediTel subscribers only