Nuts (magazine)

Sector profile

Nuts main rival magazine was Zoo, another weekly, which was aimed at much the same demographic, 18–30-year-old men, and had similar content. Nuts always outsold Zoo, with the sales figures for the later half of 2013 showing a gap of nearly 25,000 copies per week. Other magazines in competition with Nuts included Zip and men's monthly publications such as FHM and Loaded.

Decline and closure

The 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.

On 8 August 2013, editor Dominic Smith announced their publication would no longer be sold by Co-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.

In March 2014 IPC Media announced that Nuts might soon cease publication after a 30-day consultation with staff. 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.

The magazine's last issue was published on 29 April 2014. Lucy Pinder, who was a regular model for Nuts, appeared on the cover of the last issue. The Independent journalist 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."

Models

Some of the models who have appeared in shoots with the magazine include:

• Lucy Collett
• Jess Davies
• Sophie Howard
• Holly Peers
• Lucy Pinder
• Sophie Reade
• India Reynolds

References

References

1. Plunkett, John. (13 February 2014). "FHM circulation drops below 100,000". [[The Guardian]].
2. "Case details for trade mark EU003274693". Intellectual Property Office (UK).
3. (10 July 2014). "Design for Media: A Handbook for Students and Professionals in Journalism, PR, and Advertising". Routledge.
4. Sherwin, Adam. (1 April 2014). "'Lads’ mag ‘Nuts’ looking for a buyer as it faces closure after 10 years". The Independent.
5. (1 April 2014). "R.I.P. Nuts magazine".
6. "BBC 6 o'clock news "Co-op supermarket to stop selling Nuts magazine"". BBC News.
7. (31 March 2014). "Nuts magazine to close". The Guardian.
8. (1 April 2014). "Nuts magazine could fold as readers migrate to internet". BBC News.
9. Ponsford, Dominic. (30 April 2014). "Weeping Lucy Pinder marks last issue of Nuts and the demise of a magazine sector".
10. Alexander, Ella. (1 May 2014). "Nuts final issue: Lucy Pinder cries on the front cover as the lads' mag". The Independent.
11. Hoare, Peter. (7 August 2012). "The 25 Hottest British Glamour Models". complex.com.