Nuts and Zoo square up over circulation figures

IPC,
publisher of Nuts, has hit back at rival Emap over suggestions that Zoo
magazine is closing the sales gap that exists between the two men’s
weeklies.

There were reports last week in the industry press that the two titles were running neck-and-neck in January sales figures.

However
it is expected that ABC figures up to December will show a gap of
around 40,000 copies separates the market leader Nuts from its opponent.

The two magazines have been locked in a bitter rivalry since they were launched, within a week of each other, early last year.

They have promoted heavily with television advertisement campaigns over the past six months.

Tim
Brooks, managing director of IPC Ignite!, which publishes Nuts, said:
“Last time the ABCs came out, [Zoo editor] Paul Merrill said he was
taking the figures with a pinch of salt because the mags were selling
about the same.He said that on the current trajectory of growth that
would make Zoo a clear market leader within the next six months.

“Well,
it won’t be market leader [in next month’s ABCs] and there will be a
clear gap between the two magazines that won’t be in Zoo’s favour.

“They have failed to do what they said they would do six months ago and now they’re claiming they are closing in again.

“Well, the sales gap in December was just as big as the gap in previous months.”

But
an Emap spokeswoman insisted that the company was “delighted” with
Zoo’s performance, adding that it had exceeded expectations.

“It
is particularly pleasing to see how readers and advertisers have
responded to Zoo – and how it complements the rest of Emap’s men’s
magazine portfolio, especially FHM.

“We look forward to seeing what the ABCs have to say next month,” she added.

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