IPC claims Nuts readers no longer 'lads'

IPC Media has conducted new research into the attitudes of young men who fall into its core demographic of readers for brands such as Nuts and NME, which shows they no longer fit the "lads" stereotype.

In contrast to the stereotyped "lads' mag" reader of the nineties, IPC says that in 2010, young men are "sensible with money", they "don’t like to drink too much in the week" and they "aspire to be family men".

The research, called Mates And Girlfriends (MAGs), comes just weeks after IPC offloaded the original 'lad's mag' Loaded to Vitality Publishing, following a consistent decline in circulation.

IPC Inspire, the publisher’s men and music division, interviewed 1,000 young men nationally between the ages of 19 and 29, last month. IPC also conducted in-depth video interviews with eight young men for a video it has posted on YouTube (above).

The survey showed that, contrary to previous "laddish" perceptions, just 24% of young men would describe themselves as party animals, while 60% say they didn't like to drink too much in the week as it could affect their work.

Of the young men interviewed, 74% said they were looking forward to being a dad some day "when the time is right".

The majority of interviewees also said that, romantically, they perceive themselves as being a gentleman (84%), and seven out of 10 young men were happier being in relationships.

The study also shows young men’s favourite celebrities were high-achieving sportsmen such as David Beckham and Lewis Hamilton, while Wayne Rooney was voted biggest "waste of space", which might be attributed to the footballer’s recent fall from grace with fans and alleged affair.

The publisher is in the process of rolling out the research to media agencies, as it believes it will attract a broader range of advertisers.

Andrew Goldsmith, PC Inspire Men and Music group advertising director, said the research indicated young men were very interested in "fashion, cosmetics and grooming".

Goldsmith said the research was commissioned, as "we felt there was not a lot of insight into this pre-responsibility age bracket".

The results of the study, the publisher says, "challenged perception" of this demographic and "overturned stereotypes".

In July, Bauer unveiled its research into young men between 15 and 40, called the 4D Man, which it said had identified an emerging generation of young men who live by a more "individual interpretation of masculinity than their predecessors".

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