Mag ABCs: gadget mags hit the right button in lads mag sector

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.

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

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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