Nuts magazine is expected to close down ten years after its top shelf debut.
IPC Media has announced that it has entered a 30-day consultation with staff members about the potential closure of Nuts and Nuts.co.uk.
IPC Inspire managing director Paul Williams said in a statement: “After ten years at the top of its market, we have taken the difficult decision to propose the closure of Nuts and exit the young men’s lifestyle sector.
“IPC will provide impacted staff with all the support they need during the consultation process.”
The lads’ mag was launched back on January 22, 2004 as the UK’s first mainstream weekly men’s magazine.
It was soon joined on the market by rival Zoo magazine a week later on January 29, 2004.
Last year, Nuts magazine launched a campaign in which it refused to use modesty bags to cover up its front pages at retailers.
The magazine, along with competitor Zoo which launched around the same time, capitalised on photographs of glamour models, as well as laddish features on cars, money and games.
At one stage it accounted for more than 50 per cent of all men’s magazines sold in the UK, selling more than 300,000 copies a week.