News & Events

Men's magazines suffer downturn in first-half results

Date posted:

15th August 2008

Credit crunch bites men's wallets as they pull out of splurging on commodities

Half year results for men's magazines Maxim and Loaded have shown significant drops in circulation, it has been reported.

The figures released this week have prompted concern over the stability of magazines throughout the credit crisis, as marketing also traditionally takes a hit during times of economic instability.

Maxim took the biggest hit in circulation figures, as its circulation of over 100,000 in the first half of 2007 was cut by more than half to 43,542 in the first six months of 2008. Loaded missed out on 21 per cent of its circulation compared to last year, reaching 95,371 in 2008.

The figures are no doubt a reaction to men tightening their belts across the country, as a direct result of the credit crunch, and it will take some ingenious marketing recruitment to ensure the circulation is boosted back to normal levels.

Earlier this month the Sun announced that it would be dropping its cover price, although it strongly denied it was linked to circulation issues.

So far this year only six UK men's magazines, including Esquire and GQ, were able to maintain their circulation levels, confirming that to entice men into picking up a magazine this autumn, a particularly cunning marketing campaign may be required.

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