Men’s Magazine Market Round-Up

The men’s monthly magazine sector is now firmly established in the market with titles now reflecting various different target audiences, and most still showing good growth. Though one of the main problems faced by consumer magazines is fighting amongst themselves, it would appear that the men’s sector has now settled sufficiently to cope with this, with publishers realising that the market is broad enough for each title to maintain its own style and pace.

Loaded, FHM and GQ maintain the best growth in circulation from 95 to 96, all paying close attention to building readership through the character of the title. Loaded is most certainly the ‘lads magazine’ with a core readership of 18-24 year olds while Maxim takes a more ‘homely’ approach targeting an audience not necessarily more mature, but perhaps more responsible. A glance at the type of advertising reflects these different approaches. Maxim contains Sony, Seiko, and Bordeaux Wines, whilst Loaded shows adverts from Marlboro, Armani, Camel and Littlewoods Pools.

The Face and I-D, both veterans from 1980, continue to maintain their place as the magazines for the more fashion conscious, club-going individual. I-D keeps its articles energised, short and sharp and The Face brings us features on the X-Files, a Dutch church promoting a mixture of drugs and religion and Kylie Minogues latest look.

Both NRS and ABC figures show a mixture of stabilization and growth for most titles. FHM leads the way with an ABC increase of 100% when comparing the periods of 01/95-06/95 with 01/96-06/96 coupled with an NRS up 93% over twelve months ending in 06/96. Loaded continues its own particular success with an 87% ABC increase and 70% NRS over the same periods. The strength of the sector is evident, with only Sky magazine experiencing any real fall in readership and circulation.

The men’s magazine sector remains an exciting place, with many open possibilities for future development. After all, it’s about time that one can enter a newsagent and choose from as wide a range of men’s titles as there are women’s. As long as the sector continues its recent pattern of growth then this possibility may become a reality.