Consumer publisher IPC Media is looking to close its weekly lads' magazine Nuts and the accompanying website Nuts.co.uk.
The group has today entered into a 30-day consultation period with 25 staff.
IPC Inspire managing director Paul Williams said: "After 10 years at the top of its market, we have taken the difficult decision to propose the closure of Nuts and exit the young men’s lifestyle sector.
"IPC will provide impacted staff with all the support they need during the consultation process."
Nuts launched in 2004 aimed at men aged 16 to 30, particularly those who have become disillusioned with the tabloid press.
Its average weekly circulation fell 33.5 per cent in the second half of 2013 to 53,342.
The title was recently in a high-profile spat with the Co-Operative supermarket which had asked it to cover up its front page or stop being displayed on shelves.