As lads’ mag readership fell across the board, gadget titles were the few risers in a men’s lifestyle market that dropped 14.4 per cent overall.
Monthly titles Maxim, Loaded and Area were the worst hit out of the men’s titles in the ABCs for the second half of 2006, with FHM not far behind.
Gadget magazine, Stuff, saw the biggest increase this period – with sales up 10.5 per cent to 100,265. Fellow technology title, Focus, also saw a rise, going up 3.5 per cent to 59,318.
Future’s gizmo offering, T3, had its ABC debut this period of 55,393, as did “lifestyle-technology bible” Smart Life International, with a readership of 19,411.
Related
IPC-owned Loaded and EMAP’s Arena both fell 29.9 per cent year on year, with Loaded’s readers down to 162,554 and Arena’s to 34,556.
Men’s Lifestyle magazine ABCs for second half of 2006
Monthly FHM – 371,263, down 25.9 per cent
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Men’s Health – 238,568, up 2.2 per cent
Loaded – 162,554, down 29.9 per cent
Maxim – 131,497, down 29.3 per cent
GQ – 127,505, up 1 per cent
Men’s Fitness – 65,135 ,down 3.7 per cent
Bizarre – 60,667, down 15.5 per cent
Esquire – 52,468, down 3.8 per cent
Arena – 34,556, down 29.9 per cent
Weekly Nuts – 295,002, down 3.8 per cent
Zoo – 204,564, down 21.5 per cent
Gadgets
Stuff – 100,265, up 10.5 per cent
Focus – 59,318, up 3.5 per cent
T3 – 55,393
Smart Life International – 19,411
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