Publisher Bauer has announced it is to stop publishing print titles FHM and Zoo. Hopefully any staff affected have had a plan B in place for some time as this news has certainly seemed inevitable since the closure of Nuts in 2014 which signaled the final days of the ailing ‘lads mag’. They have been squeezed out by a combination of challenges: from disputes with major retailers to changing consumer habits, exacerbated by the free availability of ‘banter’ and ‘boobs’ online. The decline has certainly been dramatic over the past decade, as the below circulation chart shows:
A decade of decline: Since 2005, lads mags have been in steady decline. FHM had already enjoyed a decade of success by this point but for young pretenders Zoo and Nuts it has almost been downhill all the way, having jumped on the bandwagon in 2004, just as it slowed.