Lads-Mags Up, Women’s Weeklies Down: Latest ABC Data

16 February 2001

The latest set of data from the Audit Bureau of Circulations, due out today, will show rejuvenation at the bodily function end of the men’s magazine market, while the women’s weekly sector languishes yet further.

Leading the upsurge among the so-called lads-mags is Front, the flagrantly carnal title published by Cabal. At the (relatively) milder end of the sector, Emap's flagship title FHM and Dennis Publishing's Maxim have both shown gains, although IPC’s Loaded succeeded only in slowing its rate of decline.

The more venerable men's titles, such as Esquire and Later, again pay the penalty for melding mammaries with intelligent journalism and are predicted to suffer double-digit circulation losses.

Among women’s glossies, Marie Claire, Red and Tatler, further slippage is forecast, while IPC's Woman's Journal will also slide despite a recent run of upbeat circulation data. Nor is there likely to be good news for IPC weeklies Woman and Woman's Own, both of which are destined for further setbacks.

But its boom time among the celeb weeklies: Heat has doubled its circulation, Now toasts a substantial increase and Richard Desmond's OK! again overtakes its deadly rival Hello.

News Source: CampaignLive (UK)