Empire strikes back in the battle for readers by embracing digital

EmpireAs a stellar list of celebrities including Tom Cruise and Arnold Schwarzenegger gathered at Empire magazine’s recent film awards in Park Lane, London, across town a tough decision had been made to close the once-mighty weekly lads’ magazine Nuts.

The contrasting fortunes of the two titles – Empire this year celebrating its 25th anniversary, Nuts closing after a decade – was a timely reminder of how the rise of the digital consumer has had a widely different impact on titles in the UK magazine market.

The rationale for Nuts’ closure was succinctly described by Eleanor Mills, editorial director at the Sunday Times, as due to the “tsunami of internet porn” that men can access for free “with two clicks” instead of buying a lads’ magazine.

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