IPC's 'lads mag' Nuts is set to close. The news marks the end of a decade of boom and bust for Nuts. From a high of around 300,000 sales during the first three years of its 10-year existence, Nuts fell inexorably to around 50,000 last year.
Even by the standards of ailing print titles its demise is remarkable:
Nuts' problems certainly ran deeper than its target market simply falling out of love with print - a problem most publishers are facing. There was its falling out with the Co-Op chain of supermarkets who demanded the magazine was put in a 'modesty bag' to protect the public from the nudity on its covers. This dispute ultimately resulted in the magazine being removed from shelves, though the rot had well and truly set in by this point.
More fundamental was the fact there was little Nuts was offering which couldn't be found for free online.
And although Nuts' initial circulation was relatively impressive, there was also a feeling even when it launched that 'lads mag' were already something of a throwback to the nineties enjoying a final hurrah, rather than a product which could be sustained for much longer. Nuts launched into a market that was generally already in steady decline.
There was also an expensive review and relaunch in 2011, reported to have cost £500,000, which did nothing to pull the title out of its nosedive or change the ailing offering. At the time IPC undertook "extensive market research" before deciding to "stick to its tried and trusted formula".