Loaded Success Over GQ

With most of the January to June ABC circulation figures now in, the men’s lifestyle titles are still one of the fastest growing sectors, with FHM achieving the highest % increase of any consumer title so far, up 50.3% year on year.

Two years ago, in this category, only Sky had an ABC of over 100,000. Now GQ and Esquire have circulations above that, as does the more recently launched Loaded. Loaded, which launched on 13th April last year with an advertiser’s guarantee of 45,000 has seen massive success; its first audited figure, for July to December last year was 95,782; the latest figures show it has increased by 33% since then to 127,677. This is 401 copies more than GQ for the same period.

GQ recorded an increase of 16.5% year on year; National Magazines’ Esquire, although recording an increase year on year of almost 15% or 14,000 copies, did not fare so well compared to last period, selling just 215 more copies, compared to the more substantial gains from other titles.