Nutswas a Britishlads' magpublished weekly in the United Kingdom on Tuesdays.Nuts'marketing campaign at its launch in 2004[3]used the slogan "When you really need something funny".[4]
 | |
 British glamour modelLucy Pinderon the 2014 cover of the final issue ofNuts | |
| Editor | Dominic Smith |
|---|---|
| Categories | Men's magazines |
| Frequency | Weekly |
| Circulation | 53,342 (ABC Jul - Dec 2013)[1] |
| Publisher | IPC Media |
| Founded | 2004 |
| Final issue | 29 April 2014 |
| Company | IPC Media (Inspire),Time Inc.[2] |
| Country | United Kingdom |
| Language | English |
| Website | nuts |
Sector profile
editNuts'main rival magazine wasZoo,another weekly, which was aimed at much the same demographic, 18–30-year-old men,[5]and had similar content.Nutsalways outsoldZoo,with the sales figures for the later half of 2013 showing a gap of nearly 25,000 copies per week.[1]Magazines in competition withNutsincludedZipand men's monthly publications such asFHMandLoaded.
Decline and closure
editThe circulation of the magazine declined from 2007 onwards. The average number of copies sold in the second half of 2013 was 53,342, whereas the magazine had sales of 306,802 at its peak in 2005.[4]
On 8 August 2013, editor Dominic Smith announced their publication would no longer be sold byCo-op supermarkets.Smith withdrew the publication in response to the Co-op's request for publishers to put their'lads' mags'in modesty bags to mask their explicit front covers. The Co-op said that it was responding to consumer concern.[6]
In March 2014 IPC Media announced thatNutsmight soon cease publication after a 30-day consultation with staff.[7][8]Digital monthly sales of 8,776 (Jul-Dec 2013) suggested to industry observers that the magazine was not making a successful transition to an online platform.[4]
The magazine's last issue was published on 29 April 2014.[9]Lucy Pinder,who was a regular model forNuts,appeared on the cover of the last issue.The Independentjournalist Ella Alexander wrote at the time: "The magazine stayed true to its ethos right until the bitter end – passive, unthreatening, with (objectified versions of) women for everyone."[10]
See also
editReferences
edit- ^abPlunkett, John (13 February 2014)."FHM circulation drops below 100,000".The Guardian.Retrieved13 February2014.
- ^"Case details for trade mark EU003274693".Intellectual Property Office (UK).Retrieved8 August2013.
- ^Di Hand; Steve Middleditch (10 July 2014).Design for Media: A Handbook for Students and Professionals in Journalism, PR, and Advertising.Routledge. p. 8.ISBN978-1-317-86402-8.Retrieved2 August2015.
- ^abcSherwin, Adam (1 April 2014)."'Lads' mag 'Nuts' looking for a buyer as it faces closure after 10 years ".The Independent.
- ^"R.I.P. Nuts magazine".BBC News Magazine Monitor.1 April 2014.
- ^Sillito, David (reporter).BBC 6 o'clock news "Co-op supermarket to stop selling Nuts magazine"(Television news broadcast). London: BBC News.Retrieved8 August2013.
To the Co-op we are saying that we are not putting our magazines in modesty bags, and if that means that they are no longer going to stock us then we will encourage our readers to shop elsewhere, and our readers will buy their copy ofNuts,their petrol, their fags, their shopping somewhere else. - Dominic Smith, Editor ofNuts
- ^Deans, Jason (31 March 2014)."Nuts magazine to close".The Guardian.Retrieved31 March2014.
- ^"Nuts magazine could fold as readers migrate to internet".BBC News. 1 April 2014.
- ^Ponsford, Dominic (30 April 2014)."Weeping Lucy Pinder marks last issue of Nuts and the demise of a magazine sector".Press Gazette.
- ^Alexander, Ella (1 May 2014)."Nuts final issue: Lucy Pinder cries on the front cover as the lads' mag".The Independent.Retrieved26 June2022.