View all newsletters
Sign up for our free email newsletters

Fighting for quality news media in the digital age.

  1. Data
  2. Audience Data
January 14, 2014updated 15 Jan 2014 4:51pm

‘Wholesome’ men’s mag with a Christian slant bucks the trend of circulation decline

By Emma McGarthy

The circulation of men's magazines such as Loaded, Nuts and Zoo have been in freefall in recent years – but a title with more "wholesome" content claims to be bucking the trend.

Sorted, a men's title with a Christian slant, comes out six times a year and has doubled its circulation over the last year from 20,000 to 40,000.

Launched in 2007, it has a newsstand sale of 2,000 and 3,300 subscribers with the remainder circulated via bulk distribution deals to outlets including bars, gyms and health clubs. Business backers pay for the title to be distributed for free into UK prisons and to the armed forces

The title covers usual men's mag fare of science, football and movies – but also deals with "faith".

Publisher and editor Steve Legg says he was inspired to launch Sorted after talking to a dad: “He was telling me how his 11-year-old son's mates were bringing in lads mags and he was complaining at the lack of something more positive and wholesome in the marketplace.”

Director of publishing Duncan Williams said Sorted is a more mature, upbeat and wholesome magazine than other men's titles, with more in-depth content.

He says: “It’s something for men to identify with in a positive way…A lot people buying it are women as presents [for men] as it’s not derogative.”

Content from our partners
MHP Group's 30 To Watch awards for young journalists open for entries
How PA Media is helping newspapers make the digital transition
Publishing on the open web is broken, how generative AI could help fix it

Each publication features an in-depth interview with a male celebrity. He said that big names who have spoken to the title include Will Smith, Steve Carrell, Denzil Washington, Anthony Hopkins and Michael Caine.

Williams says: “We try to ask in-depth questions that aren’t the usual PR fair…which produce interesting interviews. Asking that key question about faith is rewarding.”

The magazine is next published on 18 February priced £4.

It has a full-time staff of three, with six freelances, and revenue comes from a mix of subscribers and advertisers such as Apple and David Beckham’s deodorant brand. Regular editorial contributors include TV adventurer Bear Grylls.

Williams said: “Advertisers are very keen to be associated with a more wholesome and mature publication.”

There are plans to expand the title into New Zealand and Australia.

Topics in this article :

Email pged@pressgazette.co.uk to point out mistakes, provide story tips or send in a letter for publication on our "Letters Page" blog

Select and enter your email address Weekly insight into the big strategic issues affecting the future of the news industry. Essential reading for media leaders every Thursday. Your morning brew of news about the world of news from Press Gazette and elsewhere in the media. Sent at around 10am UK time. Our weekly does of strategic insight about the future of news media aimed at US readers. A fortnightly update from the front-line of news and advertising. Aimed at marketers and those involved in the advertising industry.
  • Business owner/co-owner
  • CEO
  • COO
  • CFO
  • CTO
  • Chairperson
  • Non-Exec Director
  • Other C-Suite
  • Managing Director
  • President/Partner
  • Senior Executive/SVP or Corporate VP or equivalent
  • Director or equivalent
  • Group or Senior Manager
  • Head of Department/Function
  • Manager
  • Non-manager
  • Retired
  • Other
Visit our privacy Policy for more information about our services, how New Statesman Media Group may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications.
Thank you

Thanks for subscribing.

Websites in our network