The weekend edition of The Australian Financial Review (page 4) had a report on the state of health of lad magazines. It was comparing the decline in sales of Ralph (now closed – sort of) and Zoo Weekly (steep decline) with Men’s Health (tiny increase). The article closes with the conclusion that intelligent content is king.
While the report was interesting, I think is missed the opportunity to look at sales of other categories and growth titles including motor vehicle titles like Top Gear and even MasterChef which we have found to be popular among men.
“Intelligent content is king”. I assume that also mean all the Womens Day/Weekly etc are all tanking because there is nothing intelligent in there.