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Magazine Comparison Nuts and Zoo. Discussion of Men's Weekly Magazines

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BritMedia Essay2 Magazine Comparison Nuts and Zoo. Discussion of Men's Weekly Magazines January saw two publishing giants IPC and EMAP venture into the "no man's land" of the magazine industry with the publication of two Men's weekly magazines, intelligently titled Nuts (published by IPC) and Zoo (EMAP). Weekly magazines have traditionally been seen as a women's arena, they are too "girly" with titles such as Chat and Heat being incredibly successful publications for the above two companies. It was felt that with tabloid newspapers such as The Sun, The Star and The Daily Sport there was no market for a men's weekly magazine despite the surprise runaway success of the monthlies like FHM, Maxim and Loaded in the 1990s. IPC and EMAP felt that the risk was worth it and although there has been a war of words over who thought up the concept first; research carried out by the two companies revealed a gap in the market for men who would be happy to purchase a weekly diet of "Beer, breasts and footy" (presumably in that order) ...read more.


In the 23-31 March issue Nuts promises to tell us why "Jennifer Ellison!!" is "Britain's hottest footie fan!" (The answer may lie in the fact that she poses topless) as well as a free magazine containing semi naked "50 sexiest footballers wives 2005". Zoo depicts a bikini clad "Blimey, I say blimey, its Nikki Sanderson!" (who surprisingly does not appear topless) and the "12 Hottest Hollyoaks babes ever!" (Who do). Both magazines are dominated by a mixture of scantily clad women and football stories, of which Zoo has 18 and Nuts has 11. Both include fairly gruesome main features; Nuts discusses Mafia punishments with gory pictures including someone lying in a pool of blood with the caption "A victim of the Mafia's enforcers". Zoo runs a story on "Killer Britain" picturing known serial killers and a dead person lying in a pool of blood. Zoo does try and dress up its article asking the pertinent question "Are our streets getting more dangerous" amid a narrative of axe murder and cannibalism. ...read more.


Zoo also has a 4 pages devoted to cars and motorbikes and a further page looking at new gadgets. In this issue, while Nuts has more celebrity interviews and articles, Zoo devotes 4 pages to "52 Best Jacko jokes" the caption "not suitable for children" pretty well signifies what the jokes are about, perhaps you have to be male to find them remotely funny. The fact that the two magazines overstretched their circulation targets within the first 6 months is a good thing because there is not much advertising in either magazine. Unlike EMAP's women's similar women's magazine Heat which boasts 24 pages of adverts; Zoo has grown from merely 5 pages in its third month of publication to 11 pages of adverts nearly a year later. Nuts however has grown from 6 page adverts to 24, it is the larger magazine having 115 pages while Zoo has 107. Nuts does have a slightly larger page. It is easy in this context to see why people feel that Nuts is classier, although it would be more correct to say that Nuts is slightly less down market than Zoo. 1 ...read more.

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