The “men’s lifestyle” sector saw average net circulation fall to 1.98 million in the six months to 30 June, down 4.9% on the second-half of 2010 and 4.4% on the same period last year.
Condé Nast’s Wired bucked the trend, registering a circulation of 50,150 for the period.
Dennis’ Men’s Fitness saw circulation rise to 69,264, up 0.6% on the previous half-year and 1.7% on last year. River Publishing’s Healthy for Men also reported gains.
Apart from free titles Shortlist and Sport, all other magazines in the sector registered period on period and year on year declines.
The steepest slump was registered by Bauer’s weekly lad’s mag Zoo, which saw circulation drop to 54,318, down 20.8% on the previous half-year and 32.1% on the same period last year.
Rival Nuts demonstrated why publisher IPC is relaunching the title by dropping to 114,019, down 19.8% on the previous period and 22.5% on last year.
Monthlies FHM, GQ also registered double digit declines. Sector leader Men’s Health dropped to 218,368 from 245, 923 in the last period.
Music magazines continue to struggle with all but Kerrang!, registering period on period and year on year declines. The rock music magazine registered circulation of 43,033, up 0.2% on the previous period but down 2.2% on last year.