Between 2004 and 2006 sales of men’s magazines in Britain doubled to 32 million a year. Behind this phenomenon was the outrageous circulation war of the first ever lad’s weeklies, Nuts and Zoo . IPC launched Nuts in January 2004, but the next week EMAP let loose a raunchier rival, Zoo Weekly .

A £16 million launch campaign saw Nuts and Zoo going head to head using football, gore and girls to sell half a million copies a week. But the massive sales brought a moral backlash, as their nipple content rose in what became known as the Battle of the Boobs.

Tuesday 4 December 2007
10:00pm, Channel 4