Magazine ABCs: Esquire bucks decline trend in men's market

Redesigned men’s monthly, Esquire, has broken the mould in the men’s lifestyle sector, recording a 14 per cent year on year rise while many other titles’ circulation continue to plummet.

The Natmags title, under new editor Jeremy Langmead since last March, recorded a circulation of 59,800 for the second half of 2007, up from 52,468. A boost in discount subscriptions – 14,785 at a discount rate – has also helped the increase in circulation.

Bauer Consumer Media’s aspirational monthly Arena, did not fair so well under its new editor, with former Sunday Times writer Giles Hattersley failing to stem the decline and the title recording a 27 per cent drop year on year down to 25,232. Arena was one of the titles included in the sale of Emap Consumer Media to Bauer, creating Bauer Consumer Media (BCM).

Conde Nast’s upmarket monthly, GQ saw success, with a year on year increase of 1.6 per cent to 129,520.

However, the traditional ‘lads’ mag’titles were all casualties.

BCM’s monthly FHM saw a small increase of 1.1 per cent period on period, but year on year the sales were down 15.1 per cent to 371,263. IPC’s monthly rival, Loaded, saw a year on year decline of 29.2 per cent, but only a decrease of 4.5 per cent period on period. The period on period figures for both suggest that the decline in mainstream monthlies is beginning to stem.

Dennis’s monthly, Maxim, saw the largest decline – down 40.3 per cent year on year to 78,463. This was an expected decline after the sale of Maxim international disallowed Maxim UK from exporting.

IPC’s weekly lads offering, Nuts, continues to hold the lead over BCM’s Zoo. Nuts saw a decrease of 8.5 per cent year on year to 270,053, compared to Zoo’s 179,006 – down 12.5 per cent year on year.

London weekly freesheet Sport was knocked off the top spot in the men’s lifestyle sector by fellow freesheet Shortlist, which recorded a debut distribution of 462,731. Sport’s distribution remained the same at 317,209.

BBC‘s technology title, Haymarket’s Stuff remains the top gadget title with a circulation of 96,866, despite a 3.4 per cent decline year on year, but BBC’s rival gadget title, Focus, is creeping up with a 10.1 per cent rise year on year to 65,301.

Natmag’s Men’s Health remained sturdy and top of the fitness titles, with a small increase of 0.7 per cent to 240,315 holding it’s lead over Dennis’s Men’s Fitness – which saw an increase of 0.6 per cent to 65,504.

Men’s Lifestyle magazine ABCs for first half of 2007 – year on year change

Weekly

  • Shortlist – 462,731 n/a
  • Sport – 317,209 same
  • Nuts – 270,053 down 8.5 per cent
  • Zoo – 179,006 down 12.5 per cent

Monthly

  • FHM – 315,149 down 15.1 per cent
  • Men’s Health – 240,315 up 0.7 per cent
  • GQ – 129,520 up 1.6 per cent
  • Loaded – 115,065 down 29.2 per cent
  • Maxim – 78,463 down 40.3 per cent
  • Men’s Fitness – 65,504 up 0.6 per cent
  • Esquire – 59,800 up 14 per cent
  • Bizarre – 50,132 down 17.4 per cent
  • Arena – 25,232 down 27.0 per cen

Gadgets

  • Stuff – 96,866 down 3.4 per cent
  • Focus – 65,301 10.1 per cent

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