Magazine ABCs: Men's Health top as lads' mags dive

The men's lifestyle magazine market took another battering in the second half of 2009 with several titles down more than 20 per cent year on year.

According to figures released today by the Audit Bureau of Circulations, Men's Health managed a tiny year-on-year increase to strengthen its lead as the top selling title in the sector.

It remained ahead of the second biggest selling men's magazine, FHM, which saw its circulation fall by 15.2 per cent year-on-year to a monthly average of 231,235.

Sales of lads' mags Zoo, Loaded and Nuts all dropped by margins of between 20 and 30 per cent year on year.

 

Free weeklies Shortlist and Sport again took the top two positions in terms of overall circulation.

By the far the healthiest niche in the sector appears to be gadgets and technology. Stuff and BBC Focus managed small increases while new launch Wired hit a debut ABC figure of 48,275 – in line with its previously stated target.

Men's market magazine sales for second half of 2009 (with percentage change year on year)

  • Shortlist ; 513,148 ; 1.4%
  • Sport ; 306,435 ; -3.4%
  • Men's Health ; 250,577 ; 0.2%
  • FHM ; 231,235 ; -15.2%
  • Nuts ; 176,835 ; -24.4%
  • GQ ; 120,057 ; -7.7%
  • Zoo ; 102,043 ; -29.9%
  • Stuff ; 95,695 ; 0.7%
  • BBC Focus ; 71,783 ; 2.1%
  • Loaded ; 71,251 ; -20.9%
  • Men's Fitness ; 68,037 ; 1.3%
  • Esquire ; 59,160 ; -1.5%
  • T3 ; 59,143 ; -1.6%
  • Healthy for Men ; 51,377 ; -18.0%
  • Wired ; 48,275 ; N/A
  • Front Magazine ; 41,946 ; N/A
  • Bizarre ; 28,979 ; -29.2%
  • Smart Life International ; 16,733 ; -7.5%

 

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