«I JUST READ EVERYTHING»

The men's magazine market is not thriving in the U.K. The best-selling title is Men's Health, with an average circulation of 245,754 for the first six months of the year, according to ABC, down from 250,247 a year earlier. FHM and Loaded, plus weeklies Nuts and Zoo, are all losing sales fast, with GQ holding steady but with low circulation. Ms. Clifford said, "With the lads' mags, it's easy to blame [the decline] on the rise of online. But the internet has taken people's time in a different way; it's not just replaced the magazines. The general mood has changed, and people don't talk about lad and ladette culture or 'Cool Britannia' any more. That generation grew up and grew out of it, and the new generation is different."

-Ad Age
Oct 30 2010