With sales down 24.6% down year on year to 188,532, the IPC-owned lads mag ‘Nuts’ is rolling its new look in February supported by a £500,000 ad push across 49 football grounds around the UK, including Tottenham, Chelsea, Everton and West Ham using six sheets, in-washroom and concourse screen advertising.
The marketing campaign will also run across other IPC brands including NME, Loaded, Mousebreaker.com and Superbike, as well as on TV and online on Comedy Central and Mtv.co.uk.
New editorial features include a humorous take on the week’s sporting highlights – ‘Nuts about Sport’, a revamped news section, a new fashion feature called ‘Nuts 10 Must Haves of the Week’, bolder visuals throughout the title and more content on the title’s website Nuts.co.uk.
Dominic Smith, Nuts editor, said: “All our development focused on what the readers said they wanted more of from Nuts. They told us they love our classic mix of girls, sport, news, humour, gadgets and gear.
“The new look delivers a fresher, more modern feel to reinforce that mix, while introducing a new range of must-read editorial franchises every week…’’
BMC – I can’t wait, can you??!
Marketing Advice from Bath Marketing Consultancy 
