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Beleaguered men’s magazines start to battle it out online

Men’s magazines is truly a sector in crisis: in the first six months of 2007 nearly all UK titles aimed at the coveted 18 to 34-year-old market posted dramatic falls in circulation.

Men’s magazines is truly a sector in crisis: in the first six months of 2007 nearly all UK titles aimed at the coveted 18 to 34-year-old market posted dramatic falls in circulation. FHM – Emap’s leading men’s title – was hit the hardest; it sold an average 312,000 copies in the first half of the year compared to 421,000 in the same period in 2006, a massive drop of 26%. Maxim didn’t fare much better, dropping 18.1% to 108,000 copies.

Cheaper weekly magazines like IPC’s Nuts and Emap’s Zoo – launched in 2004 to help save the sector from decline – have also performed badly. Zoo sold 187,000 copies in the first half of the year, an 18.1% decrease that pushed the magazine below the 200,000 barrier for the first time. Esquire, published by the magazine giant Hearst, is the only title which is holding its own, although with a circulation of just over 50,000 a month it sells far less than its competitors.

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