FHM and Loaded push ahead of competition

The men’s magazine market has turned in a sparkling set of ABC results with an impressive 50 per cent year-on-year increase across the board.

The men’s magazine market has turned in a sparkling set of ABC

results with an impressive 50 per cent year-on-year increase across the


As was widely tipped, Emap Metro’s FHM overtook IPC’s Loaded to bag the

top spot as the best-selling men’s magazine. According to figures

released last week for the period July-December 1996, FHM sold 365,341

copies a month, an increase of 217.6 per cent year on year and 101.2 per

cent compared with the last six-month period.

Meanwhile, Loaded, which has set the pace so far in this burgeoning

sector, jumped to 323,115, a rise of 84.9 per cent year on year. The

results now establish the two titles as the clear market leaders that

have pulled away from the rest of the field.

Elsewhere, Men’s Health published by Rodale Press, has moved ahead of

Conde Nast’s GQ and the National Magazine Company’s Esquire, with an ABC

figure of 158,945. This represents an increased circulation of 32 per

cent year on year and 21 per cent period on period.

Maxim, which is published by Dennis, climbed 53 per cent year on year to

150,261, while Stuff, its sister title which was launched in November,

turned in an ABC figure of 60,592.

GQ rose 15.4 per cent year on year to 148,574, while Esquire’s rise was

more modest, climbing 4.6 per year on year and 3.7 per cent period on


Neil Jones, a director at TMD Carat, said: ’The men’s magazine market is

on the crest of a wave and it hasn’t reached its peak yet. There’s still

room for double digit growth. From an advertising point of view it’s

encouraging because men tend to be light media consumers and it has

traditionally been quite expensive to reach them.’

However, in the football market, a sub-sector of the men’s lifestyle

market, a number of established titles took a knock last year, despite

the rekindled national interest in the sport.

IPC’s titles all recorded falls with 90 Minutes, Shoot, Soccer Stars and

World Soccer showing year on year slumps. The worst fall was suffered by

90 Minutes, which slipped 37.6 per cent year on year.

Future Publishing’s Total Football, which only launched in August 1995,

was up 8.1 per cent period on period to 39,416. Haymarket Publishing’s

FourFourTwo was up 0.37 per cent year on year to 84,012. BBC Magazines’

Match of the Day has been forced to change its publication frequency

from weekly to monthly following disappointing sales.


Title              Jul-Dec 95       Jul-Dec 96         % change

GQ                    128,722          148,574             15.4

Esquire               106,140          111,007              4.6

Loaded                174,763          323,115             84.9

FHM                   115,034          365,341            217.59

Stuff                     n/a           60,592            n/a

Maxim                  98,067          150,261             53

Men’s Health          120,371          158,945             32

Source: Audit Bureau of Circulations


Title              Jul-Dec 95       Jul-Dec 96         % change

FourFourTwo            83,703           84,012              0.37

90 Minutes             68,961           43,005            -37.6

Shoot                 145,625          119,205            -18.1

Soccer Stars           90,091           58,959            -34.6

World Soccer           56,048           53,744             -4.1

Goal                      n/a           42,378            n/a

Total Football            n/a           39,416            n/a

Match                 200,082          190,434             -4.82

Source: Audit Bureau of Circulations


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