Nuts (magazine)

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Nuts
Nuts logo.png
Nutsmagazine.jpg
British glamour model Lucy Pinder on 15 October 2010 issue of Nuts
Editor Dominic Smith
Categories Men's magazines
Frequency Weekly
Circulation 53,342 (ABC Jul - Dec 2013)[1]
Print
Publisher IPC Media
First issue 2004
Company IPC Media (Inspire), Time Inc.
(Time Warner)[2]
Country United Kingdom
Language English
Website www.nuts.co.uk

Nuts is a British lad mag published weekly in the United Kingdom and sold every Tuesday. Nuts marketing campaign at its launch in 2004 used the slogan, "When You Really Need Something Funny".[3]

Sector profile[edit]

Nuts' main rival magazine is Zoo Weekly, which is aimed at much the same demographic, 18-30 men,[4] and contains similar content. However, since the start of the respective magazines, Nuts has always outsold Zoo, with the most recently released sales figures showing a gap of nearly 25,000 copies per week.[1] Other magazines in competition with Nuts are men's monthly publications such as FHM and Loaded.

Decline and possible closure[edit]

The circulation of the magazine declined from 2007. The average number of copies sold in the second half of 2013 was 53,342, whereas the magazine had sales of 306,802 at its peak in 2005.[3]

On 8 August 2013, Dominic Smith, the magazine's editor announced that their publication would no longer be sold by Co-op supermarkets. Smith withdrew the publication in response to the Co-op's introduction of asking publishers to put their 'lads mags' in modesty bags to mask their explicit front covers. The Co-op said that it was responding to consumer concern.[5]

In March 2014 IPC Media announced that Nuts might soon cease publication after a 30 day consultation with staff.[6][7] Digital monthly sales of 8,776 (Jul-Dec 2013) suggested to industry observers that the magazine was not making a successful transition to an online platform.[3]

See also[edit]

References[edit]

  1. ^ a b Plunkett, John (13 February 2014). "FHM circulation drops below 100,000". The Guardian. Retrieved 13 February 2014. 
  2. ^ "Case details for trade mark EU003274693". Intellectual Property Office (UK). Retrieved 8 August 2013. 
  3. ^ a b c Adam Sherwin "Lads’ mag ‘Nuts’ looking for a buyer as it faces closure after 10 years", The Independent, 1 April 2014
  4. ^ "R.I.P. Nuts magazine", BBC News Magazine Monitor, 1 April 2014
  5. ^ Sillito, David (reporter). BBC 6 o'clock news "Co-op supermarket to stop selling Nuts magazine" (Television news broadcast). London: BBC. Archived from the original on 8 August 2013. Retrieved 8 August 2013. "To the Co-op we are saying that we are not putting our magazines in modesty bags, and if that means that they are no longer going to stock us then we will encourage our readers to shop elsewhere, and our readers will buy their copy of Nuts, their petrol, their fags, their shopping somewhere else. - Dominic Smith, Editor of Nuts" 
  6. ^ Deans, Jason (31 March 2014). "Nuts magazine to close". theguardian.com. Retrieved 31 March 2014. 
  7. ^ "Nuts magazine could fold as readers migrate to internet", BBC News, 1 April 2014

External links[edit]