14 Feb 2003 |

ABC Jul-Dec 2002: FHM Shows Growth In Men’s Lifestyle Sector

The figures listed in NewsLine’s ABC reports are those reported by the Audit Bureau of Circulations (ABC) as at Thursday 13 February 2003. Late submissions and changes may be made after this date, and will thereafter be amended in MediaTel’s Press database. For full notes on how NewsLine’s reports are compiled please see Important Notes: ABC July – December 2002

Reports of a boost in the men’s lifestyle market appear to have been somewhat premature, with ABC results for the six months to December revealing an overall decline of 1.5% for the sector as a whole.

However, there was good news for Emap’s market leading FHM, which saw circulation increase by 8.7% year on year to well above the 600,000 mark. The news will be welcomed by FHM, which has been hit hard by the downturn that has gripped the sector in the past.

Emap’s Arena will also be digesting news of a 38.8% year on year increase to 31,712, with it no-nonsense fashion coverage helping the title to see the sector’s most significant upward movement.

IPC’s Loaded, which is generally regarded as the original lad’s mag, was less fortunate, recording a 6% drop in circulation in the six months to December 2002. Despite a range of high profile promotions (see IPC To Promote Loaded With Regional Cover-Girls), the men’s market veteran saw circulation dip below the 300,000 mark.

Dennis Publishing’s Maxim and Cabal’s Front also fared poorly, with circulation declining by 9.6% and 7.4% respectively. A 1.9% drop at Condé Nast’s Q may also suggest that the launch of I Feel Good’s Jack (see James Brown Unveils Jack), which is yet to report an ABC figure, could be drawing readers from existing titles.

Despite a number of losses at various high profile titles, the men’s lifestyle sector has managed to avoid the alarming drops in circulation experienced in previous years. It is still too early to predict a full recovery, but it looks as though the sector is beginning to stabilise.

Men’s Lifestyle Magazines Circulations
Title	Publisher	Jul-Dec 01	Jul-Dec 02	Actual Change	% Change
Arena	Emap	22,840	31,712	8,872	38.8
Bizarre	I Feel Good	105220	105,620	400	0.4
Esquire	National Magazine Company	62,007	68,075	6,068	9.8
Face	Emap	48,496	42,242	-6,254	-12.9
FHM	Emap	570,719	620,226	49,507	8.7
FHM Collections*	Emap	56,018	n/a	n/a	n/a
Front	Cabal Communications	153,725	142,287	-11,438	-7.4
GQ	Condé Nast	125,885	123,502	-2,383	-1.9
Jack (N)	I Feel Good	n/a	n/a	n/a	n/a
Loaded	IPC Media	308,711	290,214	-18,497	-6.0
Maxim	Dennis Publishing	276,640	250,119	-26,521	-9.6
Men’s Fitness	Dennis Publishing	46584	50,943	4,359	9.4
Men’s Health	Rodale Press	215,517	218,740	3,223	1.5
Uncut	IPC Media	73,186	91,204	18,018	24.6
Total		2,065,548	2,034,884	-30,664	-1.5
*resigned ABC membership