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Circulation for the men’s category in Britain has rebounded, with two free publications - ShortList and Sport - dominating.
Both magazines are weeklies. Sport distributes 317,209 on Friday mornings in London, while ShortList hands out 462,731 copies on Thursdays. “For those that say men are moving away from magazines and going online, this shows the opposite,” Mike Soutar, ShortList founder is quoted as saying in Media Life.
The two freebies are now the largest circulation men’s magazines in the country, and are apparently doing some damage to old-school (that is, paid-for) weeklies.
Bauer Consumer Media’s Zoo was down 12.5 percent to 179,006, according to the Audit Bureau of Circulations’ figures for the second half of 2007. IPC Media’s Nuts was down 8.5 percent, to 270,053.
A spokesperson at Media Planning Group points out that some part of ShortList’s circulation may be outside its target demo, because the magazine is simply handed out at tube stations to those who look to be of the right age. Still, it is a big magazine in the men’s market, likely making it worth advertisers’ money.
Soutar says that, per a readership survey, 86 percent of readers are men and 82 percent are within the affluent group the magazine is targeting.
Women’s title Dare went free earlier this month, increasing its distribution to 750,000.
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