The British lads’ mag, with its 1990s formula of gadgets, cars and scantily-clad girls, is supposedly losing out to the web. Latest ABC figures for the half-year to June show circulations sliding – FT.com reports stalwart Loaded down 27.9 percent, Nuts down 5.5 percent, Zoo down 8.3 percent. Independent reports the female market is waning, too — top-selling Glamour is down seven percent, Take A Break down six percent, mighty celeb rag Heat down four percent. The last couple of years has seen historic titles like teen music mag Smash Hits close in the face of online pressure. Publishers are racing to shore up their online offerings, with many believing multimedia is the answer — Heatworld, Zoo and Glamour amongst those launching video features. IPC Ignite MD Nick Fuller tells FT.com of plans for Nuts TV: