Men's market suffers circulation decline

Emap's men's weekly Zoo has posted a surprise year-on-year drop in sales of 12.5% in the consumer magazine ABCs for January to June, pushing the title into fourth place in the men's market behind Natmag Rodale's Men's Health for the first time.

The title now sells 228,024 copies a week, while IPC's rival weekly Nuts recorded marginal decline of 0.7% to 304,785.

All three of Emap's men's titles posted double digit percentage drops. FHM fell by 16% in the period and Arena was down 18.6%.

In a tough market for monthly magazines, IPC's Loaded fell by 20.1%, while Dennis' Maxim was the fastest faller with a 21.4% drop period-on-period and 35.8% for the year.

In the women's weeklies sector , News Magazines' Love It posted its first ABC of 405,441 and NatMags' Real People debuted with 318,105.

Closer leads the celebrity market for the first time with an ABC of 590,211, while Heat has moved ahead of OK! with a circulation of 579,883.

Emap's Bliss retain its lead of the troubled teenage market, but it posted the biggest drop in the sector, down 23% on the previous period.

Media Week will publish a full-length guide to the ABCs on 22 August.


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