FHM, Loaded and Men’s Health all slumped in the latest magazine
ABCs, as the men’s magazine market struggled to make room for new
Loaded took a big hit over the year, experiencing an 18.8 per cent drop
in sales, although this was concentrated in the first six months. Emap
Metro’s FHM dropped 6.5 per cent year on year, but it was up slightly
period on period.
Maxim, the third most popular magazine in the sector, suffered much less
than its two rivals, dropping 2.1 per cent year on year.
Andy Semple, Maxim’s publisher, said that he was confident about the
future. ’I predict that a couple of years down the line, the men’s
market will start to resemble the women’s market with two big titles -
FHM and Maxim - way out in front, followed by a middle raft of titles
like Loaded and GQ.’
Things didn’t look much healthier further down the table. Later, IPC’s
title for older men, recorded a muted 90,555. IPC is said to have told
agencies that it was only looking for 100,000 and was ’quite pleased’
with the 1999 figure.
Rodale’s Men’s Health, and Emap’s Sky and Arena were also hit hard and
Esquire and The Face felt the pinch.
Despite these losses, new entrants such as Later and Cabal’s Front
helped drive total circulation for the men’s lifestyle sector up 3.8 per
cent to 2.6 million copies.
John Brown’s Bizarre also bucked the trend, with a year-on-year increase
of 26.7 per cent. Its publisher Mike Dash said the overall figures were
not a surprise.
’These results show that the men’s market needs reinvention. Doing the
things well that you’ve always done well is no longer enough. These
figures as a whole serve as a warning sign for anyone considering
launching into the mainstream men’s market,’ said Dash.
Andy Martin, head of press at CIA, agreed: ’There is a large amount of
fashion in this market. It peaked about a year ago, and now it needs a
boost. It needs someone to reinvent the men’s magazine and come up with
something really original.’
Men’s lifestyle sector
Title Publisher ABC Year on
FHM Emap Metro 702,514 -6.5
Loaded IPC 371,548 -18.8
Maxim Dennis 315,102 -2.1
Men’s Health Rodale Press 233,653 -17.5
GQ Conde Nast 142,162 7.5
Front Cabal 141,742 n/a
Wallpaper Time 125,984 23.3
Bizarre John Brown 120,534 26.7
Esquire NatMags 100,482 -7.2
Sky Emap Metro 100,400 -24.2
Later IPC 90,555 n/a
FHM Collections Emap 81,849 n/a
Focus G&J 67,607 -1.7
The Face Wagadon 61,341 -14.1
Stuff Haymarket 52,403 n/a
Arena Wagadon 47,096 -22.7
T3 Future 46,111 3.3
TOTAL 2,801,083 6.5
Source: Audit Bureau of Circulations (July - December 1999)