ABC FIGURES: FHM and Maxim enjoy spectacular upsurge

Emap Metro’s FHM has added a phenomenal 250,000 new copy sales over the past 12 months, according to the latest Audit Bureau of Circulations figures, which also show that the total men’s market has grown by a quarter.

Emap Metro’s FHM has added a phenomenal 250,000 new copy sales over

the past 12 months, according to the latest Audit Bureau of Circulations

figures, which also show that the total men’s market has grown by a

quarter.



Honours for the biggest percentage rise went to Dennis Publishing’s

Maxim, which soared 63 per cent year on year to 300,786. Dennis also hit

gold with its relative newcomer, Stuff, which was up year on year by

11.3 per cent.



But while NatMags’ Esquire finally joined in the fun, climbing by more

than 20 per cent year on year, Conde Nast’s GQ continued to suffer under

its editor of just over a year, James Brown. A slight increase on the

latter half of 1997 could not prevent a 4 per cent decline year on

year.



GQ’s publishing director, Peter Stuart, blamed falling overseas sales,

pointing to steady increases in UK news-stand sales as proof that the

magazine was on the right track. ’We have stopped the decline,’ he

insisted.



The other publisher to suffer was Wagadon, whose more fashion-conscious

titles, Arena and the Face, continued to suffer a sharp fall-off in

sales.



FHM’s massive hike sees the title pulling further ahead of its rivals,

with sales peaking at 775,451 for January-June 1998, giving a

year-on-year rise of 53.6 per cent. FHM’s marketing manager, Nial

Ferguson, said the title’s pounds 3 million campaign through Bartle

Bogle Hegarty this year had helped mark it out. ’Our tracking shows more

people than ever are aware of FHM.’



Maxim’s publishing director, Eric Fuller, put the title’s rise down to

the successful marketing of subscriptions as well as the quality of the

editorial product, adding: ’When we launched, we did not want to treat

men either as fashion victims or barrow boys and these figures are a

vindication of that strategy.’



Headliner, p19



Comment, p55





MEN’S MAGAZINES/FILM TITLES

Title               Publisher         Total ABC     Period on    Year on

                                                     period %     year %

FHM                 Emap Metro          775,451          20.4       53.6

Loaded              IPC                 456,373           3.4       20.4

Maxim               Dennis              300,786          20.8       63.0

Men’s Health        Rodale Press        245,659           9.1       30.5

Sky                 Emap Metro          171,101          -8.5       -1.4

Empire              Emap Metro          166,123           0.2        1.4

GQ                  Conde Nast          130,152           0.7       -4.0

Esquire             NatMags             112,161           5.6       20.7

The Face            Wagadon              78,173         -22.4      -27.7

Arena               Wagadon              65,010         -25.2      -15.7

Stuff               Dennis               64,183           4.6       11.3

Neon                Emap Metro           40,147         -10.4       -1.1

Total Film          Future               61,497          16.2       21.8

Source: Audit Bureau of Circulations.



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