Could Soutar's Shortlist cash in on paid-for magazine slow-down?

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The founder of free weekly men’s magazine Shortlist is hoping for some positive figures in today’s magazine ABC figures, while his former colleagues in the paid-for consumer market are apparrently bracing themselves for some ugly numbers.

According to some media buyers quoted by the Financial Times today, Shortlist will have a circulation of 460,000, compared to FHM’s 250,000. Shortlist has also commissioned a survey of its readers that found 86 per cent were male and 82 per cent in the treasured ABC1 social category.

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