Ralph, which is printed by PMP, made a strong entrance to the competitive magazine market in August 1997. The magazine had a circulation of 63,155 between July-Dec 2009, with a readership of 267,000 from Apr 2009 to Mar 2010.

Phil Scott ACP Magazines Group Publishing director says, “The launch of Zoo as a weekly in 2006 and the subsequent arrival of cross category men’s magazines such as Top Gear and Men’s Health have steadily eroded the once dominant ‘lads‘ monthlies.

Scott continues that ACP believes the men’s market remains a significant magazine category, but just as it had for the past three decades, tastes have changed. Ralph will now focus on its digital future via its website www.ralph.ninemsn.com.au hosted on the ninemsn network, and via mobile.

Despite a 1.5 per cent increase in the latest Roy Morgan readership results, Ralph was unable to match the rise of Zoo Weekly as the most read men’s magazine in Australia at 466,000 readers per month.

Scott says, “This evolution happens in many magazine genres, particularly those aimed at young males. The growth of online is a factor but if history is any guide, it is not the key issue. Tastes continually shift among younger readers. ”

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