More About Advertising The alternative voice of advertising, marketing and media
Here’s some tragic news: UK magazine giant IPC is to close Nuts, its ‘lad’s mag,’ shortly after ‘celebrating’ its tenth anniversary in January.
This seems rather cynical even by magazine owner standards. They presumably kept it open just to cash in on the tenth anniversary extra advertising and, possibly, sales.
IPC Inspire’s managing director, Paul Williams, says: “After ten years at the top of its market, we have taken the difficult decision to propose the closure of Nuts and exit the young men’s lifestyle sector. IPC will provide impacted staff with all the support they need during the consultation process.” As you do.
Nuts sold over 300,000 at its peak but circulation has fallen to around 60,000. Which is hardly surprising given to the presence of wall-to-wall ‘babes’ on the internet and restrictions on how mags like Nuts can be displayed in UK newsagents. Campaign reports that the Co-op (those silly billies) even wanted Nuts and others like it to be inserted in ‘modesty bags’ before being placed on its shelves. Which rather defeats the object, but that’s the Co-op for you.
At one time the UK and, to a degree, the US were awash with lad’s mags like Nuts, Loaded, FHM and Maxim (Loaded was quite good) but no more it seems.
The closure is tough on the staff and, perhaps, the big-boobed lovelies who became minor stars in them. What are these gals to do now? Take some more clothes off, I suppose.
