FHM Goes Head To Head With Loaded

FHM has launched a campaign to find Britain’s 100 sexiest non-celebrity women in the same month that rival lad’s mag Loaded has chosen to feature a series of different covers.

Emap’s market leading men’s lifestyle magazine will go head to head with IPC’s Loaded this month when it features a supplement dedicated to the nation’s top 100 “High Street Honeys”. Earlier this week Loaded announced its latest issue will feature a different cover-girl for each of the UK’s major regions (see IPC To Promote Loaded With Regional Cover-Girls).

The FHM campaign has been supported by radio advertising on Kiss and the Big City Network and has been promoted in other Emap-owned titles including Heat and New Woman, it has also received coverage in Performance Bikes, Max Power and Revs.

However, the main thrust of the campaign was generated by an FHM bus, which toured the country’s key cities distributing over 125,000 promotional flyers.

FHM will publish the “100 hottest girls” in its October’s issue and readers will be asked to vote for the finalists. The winner will receive a £10,000 cash prize and will appear on the cover of January’s FHM.

Commenting on the initiative, FHM‘s publishing director, James Carter, said: “Earlier this year we committed to rejuvenating the menšs market through a mix of entirely new content and promotions along with a fresh approach to what we know men will always love.”

According to ABC data for the first half of 2002 FHM, which has been at the sharp-end of the sector-wide downturn, saw its circulation fall by 17.1% year on year to 580,738. In comparison, Loaded, which has also suffered from waning interest in the lad’s mag phenomenon, saw circulation increase by 1.2% year on year during the same period to 309,041 (see ABC Jan – Jun 2002 Men’s Lifestyle Magazines).

Emap: 01733 568 900 IPC Media: 0870 444500 www.ipc.co.uk

Recent Magazine Stories from NewsLine Red’s Future Uncertain After Emap And Hachette Split Feature: Gossip Mags Achieve Celebrity Status Future To Promote Games Title With Pre-ABC Campaign

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left