Emap To Close FHM Bionic

Emap Elan is closing its men’s health and fitness title, FHM Bionic, just three months after increasing its circulation from biannual to monthly.

Emap have confirmed that 11 jobs are to go at the magazine, which was relaunched as a monthly under former Men’s Health editor, Phil Hilton, in August (see FHM Bionic Goes Monthly). Only three editions of the title, which consistently sold over 100,000 copies biannually, have since been published and it is thought that increasing competition in the men’s health and fitness market has led to falling sales.

FHM‘s publishing director, James Carter, said: “Despite the very best efforts of the FHM Bionic team, current market conditions have adversely affected the magazine’s revenues. It’s always disappointing when a magazine is suspended, but FHM Bionic‘s suspension needs to be seen in the context of a constantly evolving market.”

The men’s health and fitness market has grown at almost twice the rate of the men’s lifestyle market market since 1997 (see Feature: The Health Of The Fitness Mag Market), including growth in the last audit where the main market saw a fall (see Newsline). However, this has not been enough to sustain Condé Nast’s confidence, which folded GQ Active earlier this year and the closure of FHM Bionic could signal the end of a growth period for the niche sector.

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

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