Slumping sales for FHM meant that Men's Health leapfrogged it to become the top selling paid-for men's lifestyle magazine in the first half of this year.
While Natmag-owned monthly Men's Health grew 2.1 per cent year on year to 250,247, Bauer's FHM (also monthly) fell 16.2 per cent to 235,027. Rival men's monthly Esquire dropped 9.3 per cent to 52,705.
Among the lads' mags there was something of a bloodbath. Monthly title Loaded dropped 23.8 per cent to 72,679, weekly title Nuts dropped 24.6 per cent to 188,532 and rival weekly Zoo dropped 31.2 per cent to 111,012.
Absent from the ABC figures this time around were Maxim and Arena.
Maxim – which had peak UK sales of 350,000 in 1995 – was closed by Dennis Publishing in April to go online-only.
Bauer closed Arena, also in April, 22 years after its launch.
The biggest circulating men's titles are now the free weeklies: Shortlist, which had a circulation of 510,720, and Sport (305,341).
Magazine circulation for the half-year to June 2009 (source ABC)
Men's lifestyle (circulation change year on year)
Shortlist (free): 510,720 (6.1%)
Sport (free): 305,341 (-2.5%)
Men's Health:250,247 (2.1%)
FHM: 235,027 (-16.2%)
Nuts: 188,532 (-24.6%)
GQ: 120,019 (-7.7%)
Zoo: 111,012 (-31.2%)
Stuff: 84,565 (-4.0%)
Loaded: 72,679 (-23.8%)
BBC Focus: 68,144 (-2.8%)
Men's Fitness: 67,987 (3.6%)
Healthy for Men: 66,753
Esquire: 52,705 (-9.3%)