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incorporating New Life

Sales drops are 'not the end for lads mags'

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%.


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