FHM To Launch In Three Sizes For Added Standout

Emap’s flagship men’s magazine, FHM, is to prove bigger is better this month, with a range of different-sized issues, from “compact” to “giant”, in addition to its regular format.

The three issues, published simultaneously, mark a global publishing first, offering readers the choice of three differently sized editions, all priced at £3.40.

The unique print run follows a successful trial with FHM Russia in June 2004 and FHM Spain in April 2005, where a giant issue became the countries’ best-selling issue ever.

In the UK, the concept has been extended to offer a compact edition, measuring 230 x 170mm, as well as the giant-sized magazine, measuring 350 x 257mm, with Emap expecting the promotion to drive sales by up to 30%.

The large size in particular promises to provide standout on newsstands, giving the August issue an immediate edge over its rivals.

In addition to the format changes, FHM has created additional content for the two specially-sized editions. A 16-page supplement will be included within both the giant and compact magazines, each with tailored content celebrating their size. The giant edition will include exclusive facts and photography, including the world’s biggest battleship and world’s largest cockroach, while the compact edition will feature the NBA’s shortest player as well as the world’s shortest island airstrip in Hawaii.

The cover star across all three issues will be Pamela Anderson, featuring on her first FHM cover since March 1996.

Commenting on the unusual promotion, David Pullan, managing director of FHM Worldwide said: “It is FHM‘s pioneering approach to the delivery of content that has secured its position as the UK’s biggest brand communicating with 18-34 year old men. This latest magazine innovation builds on FHM‘s reputation for challenging and re-invigorating the men’s market, offering interest and value to readers and advertisers alike.”

FHM moved to extend its brand earlier this year, launching FHM Music TV to give the flagship title a dedicated TV presence for the first time. The move sees FHM become the first non-music Emap brand to be launched as a television channel, sitting alongside other Emap music TV channels, Kerrang!, Kiss, Magic, The Box, The Hits and Q (see NewsLine).

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