Jul-Dec ABCs – Male Market Round-Up

The latest batch of ABCs show the general interest male magazine market is not dominated by any single publisher; Emap, with both Sky and FHM has the largest share, at 25%; Wagadon, with both Arena and Face has an 18% share, and IPC, with Loaded, now has a 16% share.

IPC’s Loaded has recorded another massive increase this period, up a considerable 83% or nearly 80,000 copies to 174,763, the largest circulation of any male interest title, increasing its market share from 13% to 16%. This is also during a period of expansion for the market, with comparative newcomers Maxim and Mens Health taking 20% of the market share between them.

Overall the market remains very buoyant, with only Nat Mag’s Esquire losing circulation compared to the same period last year. The total circulation of the market is up 46% from 751,000 for Jl-Dec 1994 to well over 1 million copies for Jl-Dec 1995.

Emap’s FHM was the other success story of the sector this period, growing by 42% or over 33,000 copies year on year.