Emap Unveils New Look FHM To Boost Readership Figures
Media giant Emap has unveiled a new look for its long running men’s monthly, FHM, building on months of consumer research and including several new sections with the revamped title.
The re-styled title will hit news stands on 1st August, with the September issue the first to sport the new format. The front cover of the title will increase logo usage, with the main logo increasing in size to underpin the power of the FHM brand. Editorially, greater focus will be placed on the usefulness and interactivity of the title.
Among the changes to FHM‘s content are alterations to its news section, rebranding it “Incoming” and focusing more tightly on interactivity and news relevant to the month of sale. The revamped section will also include the FHM Wallplanner, a four page perforated pull-out highlighting the month’s key events and activities and underlining the new focus on usefulness.
The magazine’s new style section, “Insider”, promises a fresh approach to fashion editorial with clothes, cars and technology showcased alongside celebrity interviews and fashion shoots. The FHM Book of Lists will replace the magazine’s previous music, film, and book review pages, showcasing must-haves for readers lives for the month of sale. The section will combine movies, books, fashion, grooming, holidays, motoring and more.
Commenting on the redesign James Carter, publishing director of FHM said: “FHM maintains its dominant position in the men’s magazine market through its commitment to refreshing and re-invigorating its editorial content on a regular basis. This ongoing development ensures we deliver the most relevant, quality content.”
He added: “Interactive editorial properties like High Street Honeys and 100 Sexiest have generated unrivalled interest and redefined the men’s marketplace. Our new look issue continues this innovative approach of delivery to our core audience of 18-34 year old men.”
A three-month marketing campaign will accompany the magazine’s relaunch, with TV advertising promoting the September issue.
FHM has seen its circulation dip lately, losing 3.1% year on year in the six months to December. It has also been revealed that the launch of men’s weekly titles Nuts and Zoo Weekly has impacted on sales of traditional men’s monthly magazines such as FHM and rival Loaded (see Nuts And Zoo Hit Sales Of Monthly Lads’ Mags).
The situation looks set to worsen, as German publisher H Bauer prepares to launch a third weekly title into the UK’s men’s market. Understood to be entitled Cut, the title will receive around £8 million of investment to put it on a level footing to its more established rivals (see Bauer Names Its First Foray Into Men’s Mag Market).
Emap: 01733 568 900 www.emap.co.uk
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