FHM Launches 100 Sexiest Women Promotional Campaign

Emap is launching an extensive £1.2 million multi-media advertising campaign to promote a decade of FHM magazine’s flagship 100 Sexiest Women In The World editorial feature.

The campaign will run across terrestrial and digital channels with a creative featuring an art gallery exhibition of famous FHM models from the past decade. There will also be extensive radio and national press activity.

The 10 Years Of The 100 Sexiest Women In The World promotion will also see FHM’s July issue contain a special 56-page supplement focussing on the fifty sexiest women of the decade and giant poster of the 500 sexiest women in the world.

FHM will mark the tenth anniversary of its flagship editorial feature by producing its own CD for release into the singles chart with a cover of Rod Stewart’s Do Ya Think I’m Sexy. Profits for the single will go to the Breakthrough Breast Cancer fund.

The first ever issue of 100 Sexiest was published in October 1995 and sold just 116,000 copies in the UK. However, Emap claims it is now published in twenty-two countries around the world and sells in excess of 3 million copies.

James Carter, publishing director of FHM, said: “FHM’s Sexiest Women of the Decade issue celebrates 10 years of what is arguably the UK publishing industry’s most successful editorial property. FHM reader votes over 10 years have been compiled to create the ultimate 100 Sexiest poll.”

He added: “A Decade of 100 Sexiest will be promoted through a comprehensive national media campaign worthy of this landmark issue, reinforcing FHM‘s position as the UK’s most powerful brand targeting men.”

The men’s lifestyle magazine market has had something of a rough ride over the last few years, with the majority of the sector’s high-profile titles coming down to earth with a bang after their meteoric rise to notoriety in the late nineties.

The latest ABC results for the six months to December 2003 show that the market-leading FHM saw its circulation dip by 3.1% year on year to just over the 600,000 mark. IPC Media’s Loaded dipped by 9.3% to 263,107 and Dennis Publishing’s Maxim suffered a 2.7% decline during the same period to 243,341.

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

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