Men’s Lifestyle Titles take A Tumble

Men’s lifestyle magazines took a tumble in the final six months of 2000 with established titles in the sector seeing some of the largest falls. The latest circulation data from ABC shows the market fell 0.4% overall during the six month period ending December 2000.

Natmags Esquire magazine lost 39% of its circulation, despite a revamp earlier in the year in an attempt to move away from the lads’ mags approach which dominates the sector (see Esquire To Launch Spin-Off Sports Quarterly As Editor Continues Rebrand). The title saw its circulation base fall from over 100,000 to 61,000. Emap’s Sky magazine lost a similar slice of its circulation, down 35%.

Heading up the sector again is FHM, which added 2% to its circulation base, which now stands at 716,679. This places it way in front of its nearest rival Loaded, which fell 5.4% during the period.

Only five titles added to their circulations during the period, the most significant increase coming from Face, which climbed 8.2%.

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