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Emap has bought Wagadon, publisher of fashion and lifestyle titles

The Face and Arena, in a move which will give it greater dominance in

the men’s magazine market.

Wagadon had been unofficially up for sale since last May when Conde Nast

sold its 40% stake in the company back to founder Nick Logan.

Other groups interested included Dennis Publishing and Time Warner,

publisher of Wallpaper. The price was not disclosed. Logan is leaving

the company as part of the deal.

Emap plans a substantial programme of investment in the stable to

improve revenues and profits. It will also introduce greater electronic

publishing opportunities.

The titles complement those of Emap’s Metro division, which publishes

sector-leader FHM and FHM Collections.

Arena is published ten times a year and is read by men aged 24 to

30.

It has a circulation of around 61,000.

The purchase also strengthens Emap’s development in the fashion market,

where it publishes both consumer and business titles.

Wagadon’s four titles - The Face, Arena, Arena Homme Plus and Frank -

have a total annual circulation of 1.7 million, of which 33% is

overseas.

The Emap purchase came after a difficult year for Wagadon. Last

December, it closed its men’s title, Deluxe, after just eight months. In

May, its monthly women’s title, Frank, went quarterly.

In the same month, Conde Nast sold its share following a disagreement

over direction.

Meanwhile, Wagadon’s two flagship titles, The Face and Arena, both

suffered considerable circulation slides at the last set of ABC

results.The Face slipped 29% from 100,744 to 71,381, while Arena slid

from 86,922 to 60,949.