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Huge Readership Drops for Men’s Monthlies in UK
According to the latest readership estimates from the National Readership Survey, men’s monthly magazines lost up to a quarter of their UK readership in the space of a year, BrandRepublic reports.
At the same time, recent reports have seen men’s weeklies enjoying growth in both readers and advertising.
Loaded saw its estimated readership decline 24 percent from 1.65m to 1.26m, while Maxim’s also declined 23 percent from 991,000 to 760,000. Market leader FHM was also hit, losing 12 percent from 3.2m to 2.89m.
It’s not clear yet how much effect newcomers Nuts and Zoo are having on the declines. Nuts scored 1.302m readers an issue—more than Loaded—during the first half of 2005, while Zoo had 1.013m.