Loaded now outsold by GQ after circulation drops 26%

LONDON - IPC's Loaded has been overtaken by GQ after its circulation fell by 25.9% to 120,492 copies a month, according to ABC figures for the first half of 2007.

The figures, which were inadvertently leaked, also reveal that Emap's men's monthly market leader FHM is still losing circulation. It shifted 318,907 copies between January and June 2007, down 16% from the second half of 2006 and 25.9% from the first half of 2006.

However, IPC's Loaded suffered greater losses, falling 25.9% from the second half of 2006 and 34.9% from the first half of 2006.

Conde Nast's GQ is now ahead of Loaded, after its circulation held steady at 127,886, compared with 127,505 in the second half of 2006.

Arena, the struggling Emap-owned men's monthly, was down 10.6% from the second half of 2006 to 30,886, and is down 23% year on year. There was talk that Emap was going to sell this title off, but this has been denied.

In the women's sector, IPC's new fashion weekly Look sold 318,907 copies per week in its first five months on sale. It targets 18- to 30-year-old women interested in high street fashion, in contrast to Emap's more designer-focused Grazia, which recorded a July to December 2006 ABC figure of 210,200.

The women's and celebrity market is also set to be hit, with Emap's Closer and Heat down slightly; however, OK! is set for a small increase.

A spokesman for the ABC said the figures may still be subject to change before they are officially published on Thursday, and the ABC has contacted publishers to appeal for them to respect the embargo on releasing their figures until then.  

Market Reports

Get unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Market Reports.

Find out more

Enjoying ±±¾©Èü³µpk10’s content?

 Get unlimited access to ±±¾©Èü³µpk10’s premium content for your whole company with a corporate licence.

Upgrade access

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content