Nuts ramps up the jokes to beat slump

Lads’ magazine Nuts is relaunching as the “antidote” for under-pressure young British men.

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The IPC-owned magazine will include more “bite-sized bits of humour” in print and online following commissioned research, which it claims found that the pressures facing young men are “even more profound” than they were when Nuts launched.

Nuts editor Dominic Smith says: “Our editorial mix of girls, sport and especially humour is as an important antidote to these pressures.”

He adds because Nuts is “recognised as being far funnier than other men’s titles” the “enhanced” humour content will “make it stand out”.

New features include a “smash hit comedy cartoon football strip” and more user-generated content.

The 15 August relaunch will be backed with a marketing campaign that features real life comic situations. Print, outdoor and online ads use the strapline “When you REALLY need something funny”.

IPC will be hoping the revamp will arrest declining circulation. Nuts posted a 19.6 % drop to 142,212 for the six months from July to December 2010, according to ABC.

Data for the first-half of 2011 will be published Friday (18 August).

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