Nuts came out today with a one-off cover price reduction to 60p, from its regular cover price of £1.20.
IPC is presenting the move as a gradual progression from Nuts' publication date of Thursday. It said Nuts has been coming out on a Wednesday in most parts of the country, including London, for the past six months, and sales have performed better as a result.
It is moving to Tuesday to satisfy readers' appetite for getting the magazine earlier in the week, according to a spokesman.
However, he confirmed that there were no plans to change Nuts' advertising strapline "Women, don't expect any help on a Thursday" to "Tuesday", despite the change of publication day.
Nuts has led the new weekly sector in the two ABC periods since the titles launched last January. But in the most recent period, sales fell 5% to 275,459, while Zoo's sales climbed 20% to 240,215.
An Emap spokeswoman said: "Zoo is the fastest-growing men's magazine on the newsstand and sets the agenda for young men every week. We're delighted with how it has exceeded our expectations, and complements the rest of our men's magazine portfolio."
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