In the 1990s, magazines such as "Hustler" began to feature more hardcore material such as sexual penetration, lesbianism and homosexuality, group sex, masturbation, and fetishes. In the late 1990s and 2000s the pornographic magazines market declined, as they were challenged by new "Lad mags" such as "FHM" and "Loaded", which featured softcore photos. The availability of pornographic DVDs and above all internet pornography also led to a decline in magazine sales. Many magazines developed their own websites which also show pornographic films. Despite falling sales, the top-selling U.S. adult magazines still maintain high circulations compared to most mainstream magazines, and are amongst the top-selling magazines of any type.