I think we can draw some wider lessons from the departure of Nuts though.

 

1. Don’t offer what is freely/better available online.

 

The readers of Nuts refused to pay for a magazine when it was so freely available online. And if you do offer content that is easily found online, make sure your digital wing is ready and correctly positioned (a la The Daily Mail) to control the sector.

 

2. Different demographics will stay loyal to print longer than others.

 

Men’s lifestyle in general is going through a tough transition – and the younger, brasher end of that sector is suffering worst of all. Along with Nuts, Zoo and FHM are haemorrhaging readers in a way that Men’s Health and Esquire are not (quite).

 

3. Different formats have been consumed by digital quicker than others.

 

Pictures and short copy? Its natural home is online. Long form copy? Arguably its place in the world is still print based. When thinking about where their brand/product would best be placed, this is a key issue for marketing teams too.

 

4. New media, old rules.

 

Despite all of the format upheaval (and it’s safe to say that Nuts won’t be the last magazine to disappear for these reasons), the brave new digital world is still very dependent on traditional models of advertising.

 

By Oliver Brown