Support 100 years of independent journalism.

  1. Politics
  2. Media
17 November 2015

Lads’ magazines FHM and Zoo to close doors

Sad mags. 

By Media Mole

Publisher Bauer Media announced today that it will “suspend publication” of FHM and Zoo magazines by the end of the year. 

In a statement, Bauer explained that mens’ reading habits have increasingly moved online and on to mobile, which may explain the decline in sales for the two magazines: 

Over time young men’s media habits have continually moved towards mobile and social and today FHM and ZOO have a combined digital audience of over 5 million.

Despite the size of their online audiences, it looks like Bauer intends to shut down both the print and digital arms of the two magazines. 

FHM (which stands for “For Him Magazine”) was launched in 1985, and at its peak was published in 27 countries. It was perhaps best known for its annual “100 Sexiest Women In The World” list, topped this year by Michelle Keegan. Zoo was launched in 2004. 

Sign up for The New Statesman’s newsletters Tick the boxes of the newsletters you would like to receive. Quick and essential guide to domestic and global politics from the New Statesman's politics team. The New Statesman’s global affairs newsletter, every Monday and Friday. The best of the New Statesman, delivered to your inbox every weekday morning. The New Statesman’s weekly environment email on the politics, business and culture of the climate and nature crises - in your inbox every Thursday. A handy, three-minute glance at the week ahead in companies, markets, regulation and investment, landing in your inbox every Monday morning. Our weekly culture newsletter – from books and art to pop culture and memes – sent every Friday. A weekly round-up of some of the best articles featured in the most recent issue of the New Statesman, sent each Saturday. A newsletter showcasing the finest writing from the ideas section and the NS archive, covering political ideas, philosophy, criticism and intellectual history - sent every Wednesday. Sign up to receive information regarding NS events, subscription offers & product updates.

Nuts and Loaded magazines also ceased publication in the past twelve months, and the four closures may signal an end to the era of lads’ mags. The male-targeted magazines dominated the market through the 1990s, but it seems like the rise of the internet (and, perhaps, of online porn) has rendered them obsolete. Looks like we’ll be left to figure out 2016’s sexiest women ourselves. 

Content from our partners
How do we secure the hybrid office?
How materials innovation can help achieve net zero and level-up the UK
Fantastic mental well-being strategies and where to find them