The British lads’ mag, with its 1990s formula of gadgets, cars and scantily-clad girls, is supposedly losing out to the web. Latest ABC figures for the half-year to June show circulations sliding - FT.com reports stalwart Loaded down 27.9 percent, Nuts down 5.5 percent, Zoo down 8.3 percent. Independent reports the female market is waning, too—top-selling Glamour is down seven percent, Take A Break down six percent, mighty celeb rag Heat down four percent. The last couple of years has seen historic titles like teen music mag Smash Hits close in the face of online pressure. Publishers are racing to shore up their online offerings, with many believing multimedia is the answer—Heatworld, Zoo and Glamour amongst those launching video features. IPC Ignite MD Nick Fuller tells FT.com of plans for Nuts TV: “We’re business people and we wouldn’t be investing in websites for men unless we knew we could monetize those websites.”

There’s actually little hard evidence here for the claims the magazines’ readers are moving online (while latest ABCe figures show Nuts has 631,000 monthly users, Zoo has 525,000 monthly users and Loaded 207,000, there’s no previous data to correlate against print circulation). It is also true to say there are more titles on the shelf now than ever before. Hachette-Filippachi boss Kevin Hands tells The Times: “I don’t think digital will move the dial significantly. Magazines are not the same as newspapers; readers don’t expect or want to find new information all the time. To succeed with a website you have to provide a service to readers.” But a Nielsen/NetRatings study earlier this month showed 83 percent of folk who read the top 23 US magazines do so only online.

- IPC: Separately, IPC has soft-launched a new community website for “mainstream British women”. GoodToKnow focuses on health, dieting and food. Whilst the new site is linked to mass-market print counterparts Pick Me Up, Now and Puzzles And Prizes, the site is more a practical, utilitarian network than shovelware - the aim is to “connect these women to both professional experts and to each other as experience experts”, the announcement says. IPC reckons 8.5 million mass-market U.K. females are online. GoodToKnow will be launched as an evolution, not a big bang, with Pick Me Up editor June Smith-Sheppard seconded as head of creative development saying roll-out will be “agile” and “fluid” over a course of months. IPC recently launched the HouseToHome.co.uk for budding domestic goddesses comprising content from its homes magazines.

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