FHM Returns To TV Advertising With Six Figure Campaign

FHM is to return to TV advertising this autumn with a six-figure campaign designed to strengthen its position in the men’s lifestyle magazine market.

The campaign, created by NMI, will focus on the magazine’s successful High Street Honeys competition to find Britain’s 100 sexiest undiscovered women and turn one of them into a coverstar.

The promotion, which was planned and bought by OMD, will play on the reaction that true High Street Honeys receive in every day situations. One of the ads will feature an FHM ‘honey’ in a chip shop full of astonished young men.

The return of the magazine to TV advertising after a five year break will be supported by an online campaign on FHM.com, which recently moved into paid for content with the launch of a subscription-only zone (see FHM Moves Into Paid-For Online Content).

Commenting on the initiative, FHM‘s publishing director, James Carter, said: “FHM continues to drive the men’s magazine market. It was the first men’s magazine to use TV to build its brand and now its the first magazine to use advertising to build its major promotions.”

FHM has faced a rough ride over the last few years as it came down to earth following its meteoric rise to notoriety in the late nineties. However, the latest ABC results for the six months to June 2003 reveal a solid performance for the magazine, which saw a 3.4% year on year increase in circulation to 600,568.

Emap: 01733 568 900 www.emap.co.uk

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