Proof That Magazine Revamps Do Work

In magazines on February 21, 2008 at 8:19 am


(Esquire UK’s March Cover. w00t! More pics here)

Half-yearly figures of the latest magazine ABCs from the UK came out last week, and I’m glad to say that the men’s titles didn’t suffer as badly as the previous results. For one, the slide of FHM UK seems to be slowing down after reporting a 1.1% gain on the previous six months, although it is still suffering a 15.1% year-on-year circulation drop. The big result for me was the revamped Esquire UK, now under Jeremy Langmead, which reported a half-year circ figures that was up by 11.7% on the previous six months and 14% year on year.

The numbers may not be much, but it’s a ray of hope in a very bleak industry. Those who failed to keep being relevant to their readers, as media columnist Jon Friedman commented, are continuing to slip. This includes Maxim and Loaded.

Esquire UK is a model revamp for me–it shows how much one Editor can influence the direction of a magazine, and revamps should be more than just superficial changes (which many “revamps” are). Editorially, Esquire has come in leaps and bounds with its columnists and features, with a stronger focus on business profiles, political stories, and fine dining–while celebrities have taken a back-step.

Here’s the excerpt from Guardian’s analysis:

New editors at FHM and Esquire both appear to have helped boost sales in the tough men’s consumer magazine market, but the freefall at Maxim continues, down 40% over the past 12 months.

After years of heavy circulation declines, Bauer Consumer Media’s former Emap title FHM upped its circulation by 1.1% on the previous six months to 315,149 in the second half of last year.

However, the magazine, which appointed Anthony Noguera as its editor-in-chief last year, was still down 15.1% year on year, according to the latest Audit Bureau of Circulation figures published today.

Natmags’ Esquire, which has been relaunched under former Wallpaper editor Jeremy Langmead, saw its circulation rise to 59,800, up 11.7% on the previous six months and 14% year on year.

But there was more sales woe for Dennis Publishing’s Maxim, which was down 27.1% on the previous six months and 40.3% on the year, to an average monthly circulation of 78,463.

IPC’s Loaded was also down, as was its weekly stablemate Nuts and its weekly rival, Bauer Consumer Media’s Zoo.

More analysis of the results can be found here.

  1. […] cover makes me happy I found this cover while reading this, and no longer want to cut myself. It looks like Esquire magazine (UK) has been revamped and looks […]

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