FHM tops mens lifestyle mags league

Circulation figures were mixed in the mens Lifestyle sector with established players including GQ and Esquire enjoying rises, while titles such as Maxim, Loaded and Arena dropped, according to the latest Audit Bureau of Circulations (ABCs) figures.

Circulation figures were mixed in the men’s Lifestyle sector with established players including GQ and Esquire enjoying rises, while titles such as Maxim, Loaded and Arena dropped, according to the latest Audit Bureau of Circulations (ABCs) figures.

Weekly titles Nuts and Zoo both dropped in circulation, although Nuts maintains its lead. EMAP-owned FHM, now part of Bauer Consumer Media, topped the sector, rising 1.1% for the period July to December 2007, although it dropped year-on-year by 15.1% to 315,149.

National Magazine Company monthly title Esquire enjoyed growth both for the period, 11.7%, and year-on-year,14%, to 59,800 fresh from its September redesign to an A5 size. CondÈ Nast-owned GQ also experienced an increase, albeit smaller, of 1.3% for the period and 1.6% year-on-year to 129,520.

Dennis Publishing’s Maxim experienced the largest circulation drop, 27.1% over the July to December period, and 40.3% from a year earlier to 78,463. Bauer title Arena followed with 18.3% and 27% falls to 25,232.

Men’s Health and Men’s Fitness both benefited from a growing consumer interest in health-related titles. Both rose 0.6% for the period and 0.2% year-on-year.

BBC Focus, a general science magazine, posted an increase for the period of 6.2% to 65,301 – a 10.1% rise year-on-year.

IPC’s Nuts kept ahead of weekly rival Zoo with a circulation of 270,053, despite falling 2.6% from the last ABCs and 8.5% year-on-year. Bauer-owned Zoo also dropped circulation, with a 4.1% period and 12.5 year-on-year decrease to 179,006.

Free magazine Shortlist, distributed on Thursday mornings, registered a debut circulation of 462,731 falling short of the 500,000 it was aiming for when launched in September by ex-IPC executive Mike Soutar and former Nuts editor Phil Hilton.

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