Advertising, ad campaigns, ad agencies, and the people that make it happen

It looks like the once booming “Lads Mags” publishing sector in the UK is under a lot of pressure as readers continue to migrate online. The men's lifestyle market was a picture of doom and gloom during the last quarter with the big titles like, FHM, Zoo, Loaded and Maxim all suffering large declines in circulation. The monthly, FHM, reported a period-on-period drop of 11.7%. Its year-on-year figure is down a horrendous 25.9%. So they did what all good publishers do… They sacked the editor, Ross Brown! There was more bad news for the same publisher with its weekly offering Zoo, experiencing a period-on-period decline of 10.3% to 204,564 copies, and its year-on-year figure down by 21.5%. Other magazines such as Loaded, and Nuts (where do they come up with these titles?) experienced a smaller drop. Loaded is down 12.3% period-on-period, while its year-on-year figure is down a whopping 29.9% making it the biggest loser. All these books feature lots of skin, cars, music and gadgets. The only one that seems to be bucking the trend is Haymarket's gadgets and gizmos monthly, Stuff, which continues to do well. Its period-on-period figure is up 8.2%. While its year-on-year figure is up an impressive 10.5%. Maybe the moral is more stuff and less skin.

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I said lads... Not kids!