'Nuts' Magazine To Close As Sales Drop From 300,000 To 50,000 In 10 Years
IPC Media is to close Nuts magazine, the weekly lads' mag that once sold more than 300,000 copies an issue.
IPC Media is to close Nuts magazine, in the latest sign that weekly magazine publishing is struggling to make ends meet in an increasingly digital age.
The magazine's decline and that of its rival, Zoo, has going on for years.
Key dates on that timeline:
- Facebook launched in 2004
- Apple's iPhone (2007) and iPad (2010).
- Internet advertising takes over from TV as biggest UK advertising segment in 2009.
It's a completely different industry we have today compared to 10 years ago. Its target audience has become the social media generation - it's hard to think how a weekly magazine can stay relevant when people spend their time on Snapchat and Instagram.
And when your stock-in-trade is high quality pictures of women not wearing very much, there's a whole internet full of that stuff out there. The magazine industry has always hoped that a professionally crafted bundle of stuff will be more popular than whatever is available out there for free.