Tag Archives: Nuts

Should men’s mags ‘upscale’?

Media Week recently asked four key media players (as in key people, not software) whether they agreed with reports that many publishers are now upscaling men’s mags to attract a more affluent reader and advertiser.

Three said ‘No’, while one said ‘Yes’. I’m still undecided. ‘Yes’, because more lower end readers are getting their fix online (hence the popularity of Dennis’ Monkeymag and IPC’s Nuts.co.uk and NME.com). But then I also say ‘No’ because there’ll always be an audience for men’s mags in the lower end. They perhaps just need to make them less embarrassing to read in public. The Sun, which is still going strong, is a perfect example.

So, if by upscale, we mean put less pics of bikni clad women on the cover a la GQ and Esquire, then I say ‘Yes – kinda’. I blogged about men’s mags upscaling a while back (and probably contradict myself).

Still on the topic of lads mags, great article by the Mirror’s Brian Reade today which pointed out the irony in Michael Gove MP blaming lads mags like Nuts, Zoo and Loaded for objectifying women. Brian wondered why Gove missed The Sun off the list, given that Page 3 was also a big offender. Surely nothing to do with Gove being a columnist for the Times, The Sun’s sister paper?

Web traffic growth for Nuts, Loaded et al

NME.com doing well in the fiercely competitive music sector

NME.com doing well in the fiercely competitive music sector

No real surprise for IPC Media given that the lads mags demographic is made up of heavy internet users. But the growth stats are impressive – Nuts.co.uk gained 121 per cent more users year on year, while Loaded grew by 51 per cent. NME.com continues to gain strength on the web with 107 per cent year on year user growth. The growth has been attributed to the integration of video and social networking features.

[via MediaGuardian]

Nuts, NME and Loaded websites record decent unique user growth

IPC Media’s portfolio of youth websites has registered welcome growth in unique users.

Sites like Nuts recorded a growth of nearly 50 per cent between June and November 2007 (according to an ABCe audit).

Take note website marketers thinking of exploiting free social network opportunities: IPC claimed that putting NME video content onto other sites like YouTube has attracted over 2.5 million viewings. No doubt this has helped reciprical traffic to NME.com.

Read more at journalism.co.uk

IPC appoints new head of online men’s lifestyle: Nuts and Loaded

IPC’s Ignite Digital arm has appointed Keith Walker as head of online men’s lifestyle which includes overseeing content for the Nuts.co.uk and Loaded.co.uk websites.

Quote of the week:

Anthony Thornton, editor-in-chief for Ignite Digital, who will work alongside Walker: “Keith is the ideal choice to take Loaded and Nuts to the next level. It’s a bit like Ron Dennis hiring Lewis Hamilton only without the big, expensive shiny car, obviously.”