After numerous successive increases year on year, FHM finally experienced a dent in sales figures for the first half of 1999. Still the 74,362 buyers who left the magazine were compensated for by FHM Collections‘ debut with over 80,000 sales. The loss only represented a 9.6% deficit, whilst Arena, Sky and Face experienced more substantial downturns in fortune, as did Gruner & Jahr’s technology title Focus, down 19.3% year on year.
This was to GQ‘s advantage, but by far the greatest success was for Bizarre, which has recorded steady increases since it’s launch in 1997. front‘s first ABC audit saw it enter the market with 140,154 copies.
Concerns over fitness seemed to seasonally fluctuate as Mens Health dipped, though more a feasible reason may have been the launches of ZM (see Newsline) and Mens Fitness (Newsline) (both yet to be audited).
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