A few days ago IPC announced a huge rise in traffic for some of its male focussed websites. The big story was the incredible leap in unique users for the NME which has now topped 3.5 million monthly readers. It is richly deserved given that the quality of the content on the site has improved massively in the past few months. I would love to know how much IPC has spent on the site, but I am guessing it has received then kind of budgets that its rivals, like Pitchforkmedia.com can only dream about. It will be interesting to see if NME maintains its slight lead over Pitchforkmedia over the coming months.
The other site to rise dramatically was Nuts which in a year has more than doubled its traffic. Now the magazine version of Nuts is the subject of a serious debate at the moment with Tory MPs arguing that its sets a bad example to the nation’s young men. Those MPs probably haven’t bothered to spend too much time on the website for if they did they would probably explode.
IPC is basically offering a soft porn website for underage males. I find it incredulous that a company who has such a rich pedigree in producing quality, respected magazines and the odd website,, would want to publish such trash let alone crow about how many readers it has. In case you don’t want to go there I did the research for you and if I tell you that the highlight is a Big Brother contender from last year in 30 different naked poses you’ll be able to guess how horrendous the rest of it is. Well actually there is some classy UGC in the guise of Assess my Breasts. Horrible
Now I have no issue with Nuts the mag. You pay your money and you take it home and it least it has some good reads in there. But anyone can view the website, and essentially all they are doing is ogling at naked women.
I am sure IPC has demographics which prove that the average Nuts.co.uk reader is 21 and old enough to buy a pint of Fosters, who coincidently are among the main advertisers, but I would have thought that most 21 year olds would find pornotube a little more enticing than Assess my Breasts
So well done IPC, congratulations on a great leap in traffic for Nuts. I am sure there are plenty of other porn sites doing great business too.