Mike Soutar, editor of free men’s weekly Shortlist, has predicted that the men’s sector will see more free magazines, reports Media Guardian.
He said: ‘We’re at a point where paid-for magazine sales will continue to decline. There is room for new brands that don’t have the stigma of the old.”
Defending the ‘lads’ mags’, editor of Nuts, Dominic Smith, said he thinks the downturn in circulation in the men’s sector is exaggerated, and that Nuts, which saw its circulation drop of 9.8 per cent year on year for the first half of 2008 , is in ‘rude health”.
He said: ‘We have witnessed all the major changes in the men’s market. When the weeklies launched they were a huge novelty and we had huge growth, but the market has slowed down now. Our situation is no different from that at Heat – although in a smaller market, it will plateau – but I don’t think things will change much in the next few years.”