Emap Secures £1m Sponsorship Of FHM

Emap has come together with Southern Comfort in a £1m cross-media deal that will see the drinks brand sponsor FHM and FHM.com.

The year-long deal, which was negotiated by MediaVest, begins in October’s issue of the magazine and features monthly advetorials in which an FHM journalist travels around the world experiencing various “Comfort Zones”.

The initial press activity will be supported by a branded “Comfort Zone” microsite within FHM.com, which will include themed features and six competitions running over a six month period.

Commenting on the deal, Emap’s cross-media account director, Tina McIntosh, said: “The FHM Southern Comfort concept uses integrated content across both magazine and on-line mediums to deliver a highly interactive and involving campaign.”

Emap has secured a number of high-profile marketing deals recently. Earlier this month Smash Hits magazine signed a cross-promotional deal with Clarks Bootleg shoes (see Emap Bootlegs Smash Hits For Clarks), and prior to that Elle magazine announced a joint advertising deal with car manufacturer Ford, which will include the production of 2,000 Elle branded Ford Focus (see Elle Lands Joint Deal With Ford).

ABC results for the six months ending June 2002 will be released tomorrow. However, ABC data for the second half of 2001 shows that FHM saw circulation decline by 20.4% year on year to 570,719, down from 716,679 in the same period the previous year.

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

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