In the last year, its advertising plummeted nearly 20% in the first
11 months of the year. What had not long ago been a hot niche in publishing has cooled. Even circulation leader Maxim was down 5% in ad pages, while circulation is off 200,000 over the last
three years.
Could it be, that the genre is keeling over on its way to middle age? Well, the category was once derided--and then imitated--by mainstream men's magazines like Esquire and GQ to the point where the original lad mags no longer stand out.
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