A DECADE AFTER it took the magazine world by storm as the first mainstream men’s weekly in the UK, Nuts magazine is set to be closed down.
IPC Media, which owns the magazine and accompanying website, has entered into a 30-day consultation period with staff about the potential closure.
“After 10 years at the top of its market, we have taken the difficult decision to propose the closure of Nuts and exit the young men’s lifestyle sector,” said Paul Williams, the managing director of IPC.
“IPC will provide impacted staff with all the support they need during the consultation process”.
Nuts launched on 22 January 2004 in a blaze of publicity and resulting in high sales.
The magazine, along with competitor Zoo which launched around the same time, capitalised on photographs of glamour models, as well as laddish features on cars, money and games.
At one stage it accounted for more than 50 per cent of all men’s magazines sold in the UK, selling more than 300,000 copies a week.
However its circulation had fallen dramatically in recent years to just over 50,000 as its style fell out of favour and, like many magazines, it was forced to compete with the internet.
While some readers tweeted about their disappointment with the magazine closing, it was business as usual on the Nuts Twitter account this evening:
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