Magazine ABCs: Nuts beats Zoo and Loaded overtakes Maxim

Alyson Fixter

Classic lads’ mag Loaded
has reclaimed second place in the men’s monthly market, behind FHM,
following a relaunch, price cut and marketing push earlier this year.

The IPC title is up 7.7 per cent between January
and June to 237,083, and bosses will be crowing over rival Maxim, which
briefly elbowed past Loaded in the last round of six-monthly magazine
ABC sales figures in February.

Dennis title Maxim’s circulation has stayed static year-on-year at 227,377, and dropped 2.9 per cent between January and June.

In the ongoing battle of the men’s weeklies,
Emap’s Zoo has shown a massive 30 per cent year-on-year sales rise to
260,317 copies a week, but is still lagging behind IPC’s Nuts, which
showed a five per cent rise to 304,751.

From January to June this year, Nuts’ sales rise
was higher, putting on 10.6 per cent more readers compared to 8.4 per
cent for Zoo.

Men’s
Lifestyle magazines ranked by circulation (average net circulation for
six months to June, percentage year-on-year change)

FHM: 560,167 – down 2.4%

Nuts: 304,751 – up 5%

Zoo: 260,317 – up 30.1%

Loaded: 237,083, – up 0.8%

Men’s Health: 228,108 – up 3.2%

Maxim: 227,377 – up 0.2%

GQ: 125,050 – up 0.3%

Front: 88,154 – down 12.1%

Stuff: 77,373 – up 10.2%

Bizarre: 76,328 – down 12.60%