Nuts gets best of Zoo as weeklies continue to drive men's market

LONDON - IPC's Nuts widened its lead over Emap's Zoo to 40,000 copies as the weeklies continued to drive the growth of the men's lifestyle market in the January-June 2005 ABCs.

Over the six months, Nuts drove its circulation up 10.6% period on period from 275,459 to 304,751 and outpaced Zoo's 8.4% increase from 240,215 to 260,317.

The overall men's market grew by 1.5%, with the monthlies experiencing a balance of circulation falls and rises.

Eric Fuller, publishing director, of Nuts, said: "Nuts is now well established as one of the most potent and powerful media brands in the UK. Skillful editing is behind this growth. The magazine is setting the standard week in, week out. We've got the best cover girls at the right time and our sports coverage is entirely in tune with our readers' love of their game."

Old stager FHM found itself falling 3.4% from 580,027 to 560,167, while IPC's Loaded's spring relaunch and price cut allowed it to close the wide gap with Emap's market leader.

David Pullan, FHM Worldwide managing director, said: "FHM is having a great year with new platforms, great new ideas, and substantial growth in reach among the elusive 16-34 male demographic."

Loaded grew its circulation 7.7% from 220,057 to 237,083, enabling it to recover the ground it lost in the second half of 2004.

It is now outselling Maxim once again, with the Dennis-owned title falling 2.9% from 234,183 to 227,377. It also overtook Men's Health, which lost 0.4% from 229,166 to 228,108.

Conde Nast saw GQ hold steady at 125,050, up just 34 copies.

Below 100,000, the rest of the field was headed by Front, which was up 4.8% from 84,093 to 88,154, reassuring its troubled publisher Highbury House.

Haymarket's Stuff overtook Dennis's Bizarre by putting on 3.8%, rising from 74,750 to 77,373, while Bizarre fell 11.1% from 85,852 to 76,328.

Men's Fitness also put on 3.8%, up from 64,047 to 66,474, overtaking another big faller Esquire. The National Magazine Company's upmarket offering lost 10.9% from 71,401 to 63,605 copies.

In contrast, Emap's Arena climbed again, up 5.3% from 44,347 to 46,680.

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