Nuts expects online boost in ABCe data

IPC's weekly lads' mag Nuts increased its online audience by nearly half between June and November last year, according to ABC Electronic figures to be released this week.

Nuts.co.uk attracted 945,790 unique users in November last year, compared to 631,467 in June, according to audited figures.

Nuts boosted its online content in September by broadcasting footage from Nuts TV, the TV channel created in partnership with Turner.

IPC is one of the few publishers to issue online performance along with magazine readership stats for some of its titles and Loaded and NME also increased in popularity in the second half of last year.

Loaded, IPC's flagship lads' mag, is expected to post positive ABCe results, with unique users forecast to have risen from 206,952 in June to 308,442 in November.

NME.com, one of IPC's flagship brands, clocked up 1.82 million unique users in November 2007, compared to 1.69 million in June - a rise of 8%.

The music title last month signed an agreement with Microsoft to provide news and review content to MSN Music.

In next week's round of ABCs, IPC's Ignite division will release "group product reports" - where magazine and online readership are both specified - for the second time, following its debut last June.

However, most other publishing houses, although increasingly keen to invest in their online properties, have not yet committed to publishing website usage figures on a regular basis.

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