July-December 1997 ABCs – Men’s Lifestyle Sector
The men’s lifestyle sector again performed very well, with almost all the titles showing good increases. Again Loaded and FHM were very successful, showing year on year increases of 37% and 76% respectively.
| Title | Jul 96 – Dec 96 | Jul 97 – Dec 97 | Actual Change | % Change |
| Arena | 86,850 | 86,922 | 72 | 0.08 |
| Bizarre | n/a | 71,782 | n/a | n/a |
| Esquire | 111,007 | 106,203 | -4,804 | -4.33 |
| FHM | 365,341 | 644,110 | 278,769 | 76.3 |
| GQ | 148,574 | 129,294 | -19,280 | -12.98 |
| Loaded | 323,115 | 441,567 | 118,452 | 36.66 |
| Maxim | 150,261 | 249,096 | 98,835 | 65.78 |
| Mens Health | 158,945 | 225,126 | 66,181 | 41.64 |
| Stuff | n/a | 61,358 | n/a | n/a |
| Sky | 164,731 | 186,961 | 22,230 | 13.49 |
FHM‘s circulation now stands at an impressive and dominant 644,110 (a 30% share of the market) compared to Loaded‘s 441,567 (20%). While Loaded seems to have in no way suffered from the departure of editor James Brown, the title he went to join – GQ – showed the largest year on year fall within the sector. Its sales fell 13% to 129,294.
The two titles reporting for the first time, Stuff and Bizarre, made respectable debuts with sales of 61,358 and 71,782 respectively.
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