Lad mags in decline

Remember when lad mags ruled the world? Those days are gone, it seems: the latest circulation figures show massive declines almost entirely across the board. According to UK Press Gazette, the big losers include:

  • FHM (down 25.9% in the last half of 2006)
  • Loaded (down 29.9%)
  • Maxim (down 29.3%)
  • Arena (down 29.9%)
  • Zoo (down 21.5%)

Looks like their readers have worked out how to find porn on the internet.