A Comparison of Two Men's Weekly Magazines
January saw two publishing giants IPC and EMAP venture into the “no
man’s land” of the magazine industry with the publication of two Men’s
weekly magazines, intelligently titled Nuts (published by IPC) and Zoo
(EMAP). Weekly magazines have traditionally been seen as a women’s
arena, they are too “girly” with titles such as Chat and Heat being
incredibly successful publications for the above two companies. It was
felt that with tabloid newspapers such as The Sun, The Star and The
Daily Sport there was no market for a men’s weekly magazine despite
the surprise runaway success of the monthlies like FHM, Maxim and
Loaded in the 1990s.
IPC and EMAP felt that the risk was worth it and although there has
been a war of words over who thought up the concept first; research
carried out by the two companies revealed a gap in the market for men
who would be happy to purchase a weekly diet of “Beer, breasts and
footy” (presumably in that order) according to Paul Merrill, editor of
Zoo, and the slightly more altruistic “amazing engineering feats”
agenda of Nuts (editor Phil Hilton). In truth although they may have
started off with slightly different agendas (Zoo’s was smuttier to put
it in a nutshell) just over a year later there is little to
differentiate between the two magazines. They even look the same with
their red banner titles and pictures of semi clad women on the front
cover. Although they initially aimed for a combined circulation of 300
000 the last ABC’s showed Nuts had reached a circulation of 290 000
copies a week and Zoo was trailing it slightly with 210 000.
Conventional wisdom now...
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...aption “not suitable for children” pretty well
signifies what the jokes are about, perhaps you have to be male to
find them remotely funny.
The fact that the two magazines overstretched their circulation
targets within the first 6 months is a good thing because there is not
much advertising in either magazine. Unlike EMAP’s women’s similar
women’s magazine Heat which boasts 24 pages of adverts; Zoo has grown
from merely 5 pages in its third month of publication to 11 pages of
adverts nearly a year later. Nuts however has grown from 6 page
adverts to 24, it is the larger magazine having 115 pages while Zoo
has 107. Nuts does have a slightly larger page. It is easy in this
context to see why people feel that Nuts is classier, although it
would be more correct to say that Nuts is slightly less down market
than Zoo.
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through some old things of my father's in the attic. I came across an old issue
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