A fall in circulation across men's magazine titles has been followed by a dip in ad revenues, with major brands pulling spend away from the market in the first five months of the year.
The men's monthly market declined by 6.5%, according
to Nielsen Media Services-adjusted Advertising Association figures.
Food manufacturers, household stores and travel brands pulled chunks of spend away from the market.
Motor ads in men's monthlies was down 17.4% during the period, despite an increase in overall spend by the sector.
MediaCom group press director Steve Goodman said: "Men's titles have become so similar that brands feel they don't need the same volume of ads to get exposure."
Total ad pages across the sector fell by 10.8% between January and June.
Andy Semple, group publishing director at Dennis Publishing, which houses Maxim, said: "Revenues at Maxim have flattened out after year-on-year increases since its launch."
Market leader FHM has become a "safe haven" for advertisers, according to its publishing director James Carter, who says ad volumes at the title are suffering less than its competitors.
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