Magazine ABCs: Freesheet Sport takes the lead in men's sector

As lads’ mag readership continues too fall, London weekly freesheet Sport took the top spot with the widest circulation in the men’s lifestyle sector.

In its debut ABC, the London-only weekly free title announced 317,093 for the first half of 2007, putting it in front of previous sector leader FHM, which fell 25.9 per cent year on year to 311,590.

Monthly titles Maxim, Loaded and Arena were again casualties of the ABCs for the first half of 2007. IPC’s Loaded is the worst hit of the sector, down 35 per cent down to 120,492, and has now been overtaken by Conde Nast’s upmarket monthly GQ, which saw a small increase of 0.9 per cent year on year to 127,886.

Newly redesigned Esquire went against the grain, with an increase of 2.1 per cent year on year coinciding with editor Jeremy Langmead taking the helm in March.

Although down 9 per cent year on year to 277,269, IPC’s Nuts held its lead over Emap’s rival lads’ weekly Zoo, which fell 18.1 per cent to 186,732.

Weekly online lads’ magazine, Monkey, posted its second ABCe, which saw a rise of 17 per cent period on period to 245,564.

BBC’s technology title, Focus, was up 5.5 per cent to 61,475, whilst Haymarket’s Stuff remained stable with on only a 01. per cent increase to 92,793.

Men’s Lifestyle magazine ABCs for first half of 2007

Sport 317,093 n/a
Nuts – 277,269 down 9 per cent
Zoo – 204,564, down 18.1 per cent
Monkey – 245,404 n/a

FHM – 311,590, down 25.9 per cent
Men’s Health – 238,980 up 1.3 per cent
Loaded – 120,492 down 35 per cent
Maxim – 107,687, down 26.3 per cent
GQ – 127,886, up 0.9 per cent
Men’s Fitness – 65,336, down 3.4 per cent
Bizarre – 54,571, down 17.3 per cent
Esquire – 52,573, up 2.1 per cent
Arena – 30,886, down 23.1 per cent

Stuff – 92,793 up 0.1 per cent
Focus – 61,476 up 5.5 per cent

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