Why did Alpha circulation drop 30% in circulation?

Looking at the ABC figures, Alpha in the current circulation figures took a hammering of 30.1% in its circulation in the period between July and December 2009 compared with the same period in 2008.

In comparison, other male-orientated magazines such as Ralph dropped 4.8% and FHM went down 3.2%.

I think that fall is too big to be because of consumers, I suspect much of that drop is the result of newsagents and other such retailers reacting to the drop in the commission.