FHM Maintains “100 Sexiest Women” Heritage

Emap’s FHM has implemented the final stages of its promotion campaign for its annual 100 Sexiest Women in the World issue with the launch of life-sized “babe” street posters featuring Rachel Stevens, Carmen Electra and Holly Valance. The issue is out this Friday.

This year for the first time in its eight year history the campaign, which has been running since February, has had a sponsor, in the form of Fosters. As part of the deal the drinks brand has installed ballot boxes in 500 pubs across the UK, giving drinkers the chance to vote. So far FHM reports that over 2 million votes have been cast.

The men’s mag also launched a “last chance to vote” viral campaign via the FHM.com registered user base, while adverts have been running in Q, Heat, Revs, Max Power and Empire. Meanwhile, QTV have devoted a week to the sexiest women in music and will be playing the videos of those who made it onto the list.

In the July-December audit FHM was one of the worst sufferers in what proved a rather disastrous set of ABC results for men’s lifestyle titles (see NewsLine), losing 20% of its circulation year on year. Having said that, its 570,000+ total means it remains the market leader by some margin.

FHM publishing director James Carter commented: “FHM know men best and as well as providing readers with fresh and exciting editorial we also want to keep giving them the things that they love most about the magazine. The FHM 100 Sexiest Women in the World supplement is part of FHM’s heritage and will remain the original and the best.”

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

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