LAST OF THE LADS: Bauer Media Group has revealed that its monthly men’s title FHM and weekly magazine Zoo will be closing across print and digital platforms at the end of the year. The closure will affect 20 jobs across the two titles, according to a statement on Bauer’s Web site.
Launched in 1985 as “For Him Magazine,” the title changed its name to FHM and went from a quarterly to a monthly publication in 1994. With a circulation of 72,180 the magazine focused on the twentysomething men’s market with international editions in 13 countries.
Zoo launched in 2004 as a weekly men’s magazine with coverage including girls, sport, music, film and technology, aimed at men between 18 and 35 with a circulation of 27,644. Both titles’ circulations were down in the double digits compared with the first half of last year.
A Bauer spokeswoman briefly elaborated on why the titles were closing and noted that “over time young men’s media habits have continually moved towards mobile and social.” The market had been increasingly tough for the lads’ mags, in particular as they increasingly fell foul of women’s rights campaigners and some stores even refused to carry the print copies when they were not delivered in “modesty bags.” It’s also easy to access racy images over the Internet, eliminating the need to purchase a magazine.
As reported, Loaded, one of the U.K.’s original lad mag titles, closed earlier this year. Loaded was launched in 1994 by a team that included editor James Brown, and paved the way for a slew of similar magazines, including Nuts, which closed in 2014.
“I greatly appreciate [editor in chief of FHM and Zoo] Damien McSorley’s leadership and the dedication and effort from both teams,” said Gareth Cherriman, the magazines’ international publisher. “I would like to thank our advertisers and retailers who have supported the brands and I’m sure that everyone has worked on FHM and Zoo over the years will be sorry to hear this news.”