Trendspotting #x

l OLD LADS SPURN MAGS

Just supposing that "new lads" actually grow up - and it is starting to look unlikely that they ever will - what are they to read? The latest research shows that the oldest average age of the readers of men's magazines is 28, and that is just for the readers of Esquire and Maxim. Loaded's readers are just 24, according to the market research company Euromonitor. Maxim had hoped to deliver up thirtysomethings to advertisers for the first time, but it looks like they are just too mature for all the T&A editorial. The rapid growth in the men's glossy market means that publishers will take around pounds 80m in cover price revenues this year, compared with pounds 44m last year. As around 70 per cent of the readers are ABC1s, money from advertising almost certainly outstrips that figure.

l DELUGE IS SWELL NEWS

The fact that Scotland seems to have exported its summer to the rest of the United Kingdom is good news not just for gardeners, water companies and farmers. It is for television companies too. Hot weather is a disaster for them because viewers are outside. For the past four years June has cost advertisers around 15 per cent more to be seen by the same number of people as other months. Last June was especially hot and costs for advertisers increased by 26 per cent. The situation is not helped by the rush of car advertisers, fixed on that crucial day, 1 August.

l BUMPER TO BUMPER

Marketing magazine lists five car makes or themes in the top 10 TV advertisers in June: Volkswagen Polo, Audi 6, Peugeot 106, Fiat Punto and Ford UK's 21st Birthday celebrations.

l SEX BEATS VIOLENCE

The Broadcasting Standards Commission's latest report shows that among those complaints it upheld, five were about sex and five were about violence. What are we to think of the people whose complaints are not upheld? Every month dozens of batty complaints are made that are ignored. While the number of upheld complaints about violence matched those about sex, among the batty the complaints about sex outnumbered those about violence 31 to 12. Among the complainants are regulars who believe homosexuality should not be mentioned on TV. Strange what worries some people.

l LITTLE GOES THROUGH THE NET

Internet advertising was worth pounds 2m last year, according to the accountants KPMG. Retail sales made direct off the Internet made another pounds 1m, Marketing Week said. Considering that the national and local press made pounds 3.6bn in advertising last year, dead trees are still some way ahead of virtual media.

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