FHM and Maxim came off worst in an ABC bloodbath for the monthly men's mags.
Dennis-owned
Maxim fell 35.8 per cent year-on-year to 146,043 in the first half of
2006 and Emap rival FHM lost just under a quarter of its readers, down
24.9 per cent to 420,688.
Emap weekly Zoo fell 12.4 per cent 228,024 falling further behind IPC
-owned rival Nuts which gained 34 readers to 302,785. IPC’s monthly
Loaded dropped 21.9 per cent to 185,268.
Esquire
fell 17.6 per cent to 52,437 and Arena had a decrease of 14 per cent to
40,140. Upmarket monthly GQ was up 1.4 per cent to 126,797.
Technology
titles faired well with monthly Stuff increasing 19.8 per cent to
92,672, while the BBC’s science and technology title Focus increased
5.8 per cent.
Monthly Men’s Health rose 3.4 per cent to 235,833 while its rival Men’s Fitness rose 1.8 per cent.
Men’s lifestyle magazine ABC figures Jan to June (year-on-year)
FHM: 420,688, down 24.9 per cent
Nuts: 304,785, up less than 0.1 per cent
Men’s Health: 235,833, up 3.4 per cent
Zoo: 228,024, down 12.4 per cent
Loaded: 185,268, down 21.9 per cent
Maxim: 146,043, down 35.8 per cent
GQ: 126,797, up 1.4 per cent
Stuff: 92,672, up 19.8 per cent
Men’s Fitness: 67,674, up 1.8 per cent
Bizarre: 65,959, down 13.6 per cent
Focus: 58,272, up 5.8 per cent
Esquire: 52,437, down 17.6 per cent
Arena: 40,140, down 14 per cent
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