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IPC's Nuts tipped as victor in ABCs.(magazines' debut readership, Audit Bureau of Circulations)
IPC's Nuts is expected to trounce Emap's Zoo when the Audit Bureau of Circulations releases the two rival magazines' debut readership figures next week.
Early ABC predictions suggest Nuts will enter at number two below the market-leading monthly, FHM, with a circulation as large as 280,000 copies.
Zoo, its Emap competitor, has been shifting between 150,000 and 200,000 copies in its first six months and is on target to achieve the 160,000 sales target it set itself at launch in January.
It is understood that early issues of Nuts sold up to 500,000 copies, but sales over the past six months have declined to the 200,000 mark.
Zoo is relaunching in an attempt to assert itself. Backed by increased marketing spend, the revamp will include a new football section and a larger format with an increased pagination.
There will be new entrants into the market over the next six months.
Richard Desmond's Express Newspapers will join the fray with the launch of KO! in the autumn.
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