First launched in January 2004 and followed swiftly by rival Zoo only weeks later, has the era of lads' mags come to an end?The announcement comes from IPC Media, which will be conducting a 30-day consultation with staff and, while it is open to buyers, is expected to end with the closure of both the print magazine and the website.Indeed, the loss of sales seems instead to coincide with near-universal broadband access and especially good quality phone browsers, suggesting former readers are getting what they seek online. Are we post lad culture full stop, which saw pre-Nuts titles like Loaded and FHM as its scripture and coincided in the mid-1990s with the beer-swilling machismo of Britpop?And while some of the losses will be picked up by lads' mags that go digital, much more web traffic is likely going to free, online porn tube sites that appeared on 20, around the time the lads' mag sales numbers started deflating - or the increasing volume of sexy selfies available through Snapchat and other phone apps. "It's also worth noting that men's lifestyle magazines are a fairly new phenomenon and have never been seen by publishers as a particularly secure market," says Roberts.A spokesperson for the actress also brushed off the claim to us.This is yet another baseless attempt to pair up the single movie star with a random female celebrity.
No, if anything the move is not to transparent content, but to more discreet - and thus, arguably, less criticised - media.
However, the numbers support a view that Lose the Lads Mags and similar campaigns are merely jumping a bandwagon rather than the cause of the magazines' demise.