- EMAP Metro's FHM has added a phenomenal 250,000 news sales over the past twelve months, according to the latest Audit Bureau of Circulations figures, which also show that the total men's market has grown by a quarter.
But while the sector's buoyancy has helped the sales of previously ailing titles such as NatMags' Esquire, Wagadon's Arena and The Face have continued to weather a sharp fall-off in sales.
FHM's massive sales hike sees the title pulling even further ahead of its rivals, with sales peaking at 775,451 between January-June 1998, giving a year on year rise of 53.6 per cent. FHM marketing manager, Nial Ferguson, said that the title's £3 million ad campaign through Bartle Bogle Hegarty this year had helped mark it out, commenting: "Our tracking studies show that more people than ever are aware of FHM."
However honours for the biggest single percentage rise went to Dennis Publishing's Maxim, which soared 63 per cent year on year to 300,786. Dennis also hit gold with relative newcomer, Stuff, which went up year on year by 11.3 per cent.
Maxim's publishing director, Eric Fuller, put Maxim's rise down to the successful marketing of subscriptions for the magazine as well as editorial product, adding: "When we launched, we didn't want to treat men either as fashion victims or barrow boys and these figures are a continuing vindication of that strategy."
Esquire continued to consolidate its sales increases of July to December 1997 - which took the title back over the crucial 100,000 mark - with a period on period rise of 5.6 per cent. Year on year, the magazine has seen a healthy 20.7 per cent rise.
Meanwhile, Wagadon's flagship style title, the Face, ended the twelve months well under the 100,000 mark, with its circulation falling by 27.7 per cent to 78,173 from 108,195. Arena faired little better, with a year on year fall of 15.7 per cent.