Lads’ magazines turn away ads…

Men’s glossy titles, including GQ, Maxim and Loaded, are turning away advertisers for the autumn editions of their magazines.

Damian Blackden, press director at Zenith Media, says: “When you go to book ads in certain men’s titles, some are technically sold out for November and December as there are two or three people already queuing for a certain page.”

Dennis’ Maxim, Condé Nast’s GQ and IPC’s Loaded are understood to have turned advertisers away for some issues.

Peter Stuart, publishing director of Condé Nast’s GQ, says: “GQ has certainly turned down facing editorial positions. We’ve turned down a dozen or so in the past two months for the autumn issues.”

As circulations have increased, production lead times have lengthened, making late booking difficult. Also, the advertising to editorial ratio tends to be lower for men’s titles than for women’s titles, such as Vogue.

Robert Tame, publishing director of IPC’s music titles and Loaded, says advertisers may not be able to book at the last minute: “It may not always be possible to accommodate them.”

Media comment, page 14

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