Dennis Publishing is blazing a trail in the online magazine sector, according to the latest research from Nielsen//NetRatings. The figures reveal that Maxim is the UK’s most popular online men’s magazine, while Bizarre is fastest-growing online title, and internet-only title Monkey has the most loyal readership.
Maxim is the most popular men’s lifestyle magazine online with 479,000 unique visitors in January – 27% more than second-placed, EMAP-owned FHM (378,000). FHM was the most popular in October 2006; Monkey the most popular in November and December 2006.
Commenting on the tussle for the number one place, Nielsen//NetRatings European internet analyst Alex Burmaster says/ "The last quarter has seen the big three online men’s lifestyle magazines – Maxim, FHM and Monkey – vying for top spot. On its official launch in November 2006, Monkey climbed straight to the top of the league but the past two months has seen a slight, if steady, drop in popularity to fall behind Maxim and FHM."
Dennis titles were also among the three fastest-growing men’s magazines online between October 2006 and January 2007. Bizarre experienced 255% growth, Maxim saw 124% growth and Monkey saw 99% growth in readers. Burmaster adds/ "This impressive online growth contrasts with recently published figures for print circulation, which showed falls for most of the leading players. Taken together with Dennis’ launch of the digital-only Monkey, the trends show what an important battleground the online space has already become to traditional publishers. This competition is sure to intensify as publishers devote more resource to digital."
Over three-quarters of visitors to the five most popular men’s magazines online do not visit the four others: Monkey’s audience is the most loyal – being the least likely to visit the other leading men’s magazine sites. Zoo and Nuts audiences are the least loyal – 34% of Zoo’s and 30% of Nuts’ online audience visit at least two of the other leading men’s magazine sites.