FHM launches new interactive magazine with water-marks

Bauer Media’s FHM is set to launch an interactive magazine as part of its FHM Collections Autumn Winter 2011 brand extension.

The 100 page special edition of FHM will feature invisible water-marks on each page to allow readers to scan, search, learn, buy and share content via their smartphones.

Every piece of editorial and advertising content in the title will include the new mobile marketing technology, which will be delivered by digital marketing agency Digital Space.

The issue will also feature a cover shoot with artist Professor Green, which will see him introduce the issue against a 3D backdrop that throbs in time with his new single.

In a deal brokered by David Flowerdew at MediaCom, Sonya Russo at Bauer Media and AnnMarie Humphries at P&G Prestige, the FHM Collections special issue will be published in partnership with Lacoste Fragrance.

The issue launches on 1 September and will include website activity including an exclusive fashion video.

Rimi Atwal, publishing director at FHM, said: “FHM continues to influence and engage with young men as a genuinely multi-platform brand with a commitment to providing the most engaging and interactive content to millions of 18-34 year men every month. From the successful launch of the FHM Travel App with Rough Guide to this innovation in watermarking technology, we are delivering interactive content for our tech-savvy audience.”

David Flowerdew, associate director, P&G Press (Mediacom) added: “Mediacom and P&G are pleased to be part of this media first using exciting digital technology – we believe that this innovation will provide deeper engagement to a previously hard to reach young male audience.”