Unfortunately this round of ABC releases has brought no cheer to the mens’ magazine market with total circulation down 4% compared with last years’ results.
Lacklustre results for traditional “lads’ mags” FHM and Loaded continue from last season’s poor ABCs with hefty double digit declines for both titles. It seems that the desire for magazines of this ilk has waned as Zoo and Nuts also posted a miserable set of results. As we know, digital media is increasingly taking up more leisure time with youth audiences so it is no surprise that this is where they feel it is more relevant to get their information and interact with their peers.
Publications targeting a more discerning and slightly older male audience, such as GQ, Esquire and Men’s Health, have, on the face of it, weathered the past six months fairly well with most “total circulations” holding steady and some posting slight increases. However, this figure hides the true number of actively purchased copies which across the board is down, except for Conde Nast’s Wired.
Publishers haven’t given up on the men’s sector, though. Lads mags such as Zoo have been focusing on offering more diverse content – less sex and more entertainment, sport and gadgets to make it a more ‘respectable’ read for their 20’s male target.
And Bauer has also piloted GAZ7ETTA – a titled aimed at the more sophisticated ‘4D man’ their research identified. The Autumn 2010 pilot will probably be followed by another edition in the Spring before a decision is made as to whether to produce it as a regular standalone title.
The next 12 months will show us whether the men’s lifestyle sector is in permenant decline or whether these publications can re-invent themselves for a 21st century audience.
