Nuts lead of rival Zoo in men's weekly market confirmed

LONDON - New figures have firmed up Nuts' commanding position in the mens' weekly market, with the National Readership Survey giving it an estimated readership that is almost 30% larger than that of its rival.

Nuts' estimated adult readership is a whopping 1,174,000, compared with Zoo's figure of 910,000.

The news gives IPC Media a fillip as it reaches the end of the first year of the mens' weeklies, retaining the lead it established over Emap from the off with the January launch of both titles.

The two titles' debut ABC figures for January-June 2004 gave Nuts a figure of 290,337 compared with Zoo's 200,125.

However, it was not all bad news for Zoo. It has the edge in the number of estimated readers it attracts for each actively purchased copy, at 4.6 readers compared with four for Nuts.

Stripping out the ABC1 male readership of the weeklies reveals a slightly narrower gap between the two, with Nuts providing 474,000 and Zoo 423,000.

Nuts' publishing director Eric Fuller said that IPC was thrilled with the numbers.

IPC also pointed to the fact that Nuts has the third-largest estimated readership in the mens' lifestyle market. Emap's FHM still leads with 3,109,000, followed by IPC's Loaded with 1,613,000. Fourth is Maxim with 928,000 and Zoo takes fifth place.

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