Drew sent me through some of the details from the Mintel Marketing to Men report which is a psychographic segmentation of men as a market and their spending habits. 56 per cent of men surveyed were found to have no interest in ‘traditional’ men’s magazines. So it should come as no surprise about the big annual readership falls at some of the general interest men’s magazines. Zoo declined by 35 per cent in 12 months.
What amazes me about all this is that they keep serving up the same formula without trying to change it. At these attrition rates anything must be better than what they are currently doing, surely?