James Brown, the founding editor of Loaded does not believe the end is in sight for lads mags, despite sales losses of up to a third in the latest ABC figures.
Writing in The Independent he says:
Now the doom-mongers are predicting the end is nigh, yet even though I’ve been out of the game for a while I won’t be queueing up to carry any coffins.
The truth is the critics who felt alienated by the unexpected and unwelcome explosion of testosterone in 1994 have been sounding the death-nell for years. Even when we were selling half a million copies, there were people saying it wouldn’t last.
The year-on-year figures (via Press Gazette) for the first six months are horrific. Maxim down 35.8% to 146,043 while FHM lost a quarter of its sales, dropping to 420,688.
Zoo lost 12.4%,4, Loaded dropped 21.9%. Nuts beat the trend adding 34 sales and upmarket GQ was up 1.4%.