The men’s magazine market looks set for a burst of launch activity,
as IPC confirmed this week its plans to unveil a rival to Emap Metro’s
FHM (Campaign, 6 February).
Andy McDuff, managing director for music and sport at IPC, would not be
drawn on details, but acknowledged: ’It’s obvious that we are looking at
different ways of entering the market, but not before the summer and we
don’t want to water down and change Loaded to grab sales at any
Nigel Conway, director in charge of planning at MediaVest, said: ’IPC is
in a buoyant mood. Having started Loaded, it obviously feels it’s time
for a product with more attitude.’
Circulations in the men’s market continued to polarise over the six
months to December 1997 as FHM and Loaded shifted up another gear,
leaving the older men’s titles stagnating at around the 100,000 mark. GQ
Active recorded a first six-month certificate of 64,381, just below the
title’s launch target figure of 70,000.
While Loaded only stood 40,000 copies behind FHM in last year’s June to
December ABCs, the gap has now widened to more than 200,000.
Meanwhile, an impressive 65 per cent year-on-year hike enabled Dennis
Publishing’s Maxim to leap above Men’s Health to take third place.
Peter Magnani, the deputy media director at Western International Media,
said: ’People keep predicting that these titles have reached their peaks
but they just keep on growing. The fact that we now have magazines as
different as Arena and FHM helps our planning as we can target audiences
However, some buyers did express concern over the number of advertising
pages being carried in the most successful men’s magazines, particularly
in the autumn issues.
Magnani, who looks after the IDV account at Western International Media,
said: ’In order to avoid clutter, we only use outside-back covers and
fireplaces with Smirnoff. We have become part of the magazine by taking
consistent positions so that we own a particular site.’
MEN’S LIFESTYLE MAGAZINES
TITLE PUBLISHER June-Dec 97 June-Dec 96 % change
FHM Emap 644,110 365,341 76.3
Loaded IPC 441,567 323,115 36.7
Maxim Dennis 249,096 150,261 65.8
Men’s Health Rodale Press 225,126 158,956 41.6
Sky Magazine Emap 186,961 164,731 13.5
GQ Conde Nast 129,294 148,574 -13.0
Esquire NatMags 106,203 111,007 -4.3
The Face Wagadon 100,744 113,028 -10.9
Arena Wagadon 86,922 86,850 0.1
Source: Audit Bureau of Circulations.