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Bauer closes FHM and Zoo

By | Published on Wednesday 18 November 2015

Bauer Media

Magazine maker Bauer Media yesterday announced it was “suspending publication” of lad mag titles FHM and Zoo. Despite Bauer using the word “suspension” in its statement, it is thought both the print and online outlets of these two publications will be wound down by the end of the year.

FHM launched in 1985 as the quarterly For Him Magazine, but really took off after being revamped as a monthly in the mid-1990s, as the British lad mag phenomenon first started to gain momentum. At its peak FHM was selling over 700,000 copies a month, compared to its recent monthly circulation of 67,000.

Weekly magazine Zoo launched in 2004, even though the lad mag market already seemed to be peaking. The title mainly competed with Nuts, another weekly launched the same year by IPC, now Time Inc UK. Nuts ceased publication last year.

With just a few exceptions, the magazine sector at large continues to struggle, with print circulations declining across the board. Many established titles were relatively late to the party online, having initially used their websites to mainly sell subscriptions to their print products, while even those that quickly embraced the web and built sizable audiences online often find it hard to turn their websites and apps into serious revenue.

Some have been able to build sponsorable or premium products around their publications, while others are turning to the dreaded branded content business. Some still hope the online subscription model can work long-term, though few consumer titles have as yet cracked this, or even dared to construct a pay-wall around their entire website.

Of all the magazine categories, the good old lads mag has possibly experienced the fastest decline in print circulations (though music is a close runner-up), as readers have turned to social media for quirky stats and inane chatter, and to online porn hubs for nudity and sex. Plus freebie title Shortlist probably fills any remaining editorial gaps.

Even the archetypal lads mag, Loaded, shut down earlier this year, despite a shift in editorial priorities last year. Though it did relaunch as an online-only set up earlier this month, which may or may not as yet work out.

Meanwhile, confirming its lad mags were dead, Bauer Publisher Gareth Cherriman said yesterday: “I greatly appreciate [Editor In Chief] Damien McSorley’s leadership and the dedication and effort from both teams. I would like to thank our advertisers and retailers who have supported the brands and I’m sure that everyone who has worked on FHM and Zoo over the years will be sorry to hear this news”.



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