According to newstrade estimates, Dennis Publishing's Maxim has been worst hit, while Emap's market-leading FHM is thought to have suffered double-digit percentage falls on issues that didn't carry a cover-mounted promotion.
IPC's Loaded has also been affected, but its sales still compare favourably with the same period last year.
Estimates for Emap's Zoo Weekly put its sales around the 160,000 level, while IPC's Nuts is slightly above 250,000 an issue. Newstrade sources believe the titles are cannibalising sales within their publishing stables.
FHM, Loaded and Maxim are expected to raise their marketing and promotional budgets for the rest of 2004 in an attempt to bolster sales.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)