FHM Widens Readership With 30th International Edition

Emap’s flagship men’s magazine, FHM, has pushed its worldwide readership to an estimated 15 million, with the arrival of the publication in Sweden marking the 30th international edition of the magazine.

The Swedish edition will have an initial print run of 150,000, and will be edited by Tobias Wickstrom, hitting the shelves at a special introductory price of 25 Kronor, or £1.82.

The magazine will embrace FHM initiatives that British readers are already familiar with, including the title’s popular 100 Sexist Women in the World and High Street Honeys features. Native Swedish beauties, sisters Titta and Systrarna Graaf will feature on the launch issue cover.

The beginning of the year saw FHM set up an international sales division, headed up by FHM International’s commercial director, Rory Bett, to leverage the title’s growing network of magazines.

In May, Rimi Atwal was appointed to the newly created role of business director, charged with leading the vision and strategy for all areas of FHM UK’s multi-dimensional business.

Commenting on the Swedish launch, David Pullan, managing director of FHM Worldwide said: “With the launch of the Swedish edition this month, FHM continues to take the world by storm. With a portfolio of 30 editions worldwide FHM can offer international advertisers a truly global platform through which they can engage illusive 18-34 year old men across the world.”

May also saw FHM International announce over £2 million worth of new international advertising deals, spanning seven of the flagship title’s international territories, including its first European cross-territory deal with Buena Vista International (BVI) (see FHM Grabs International Campaigns Worth £2 Million).

The FHM brand is one of Emap’s most exploited properties, with a wide-reaching print and online presence, as well as the recently launched FHM Music TV, giving the magazine a dedicated TV brand extension for the first time (see FHM To Tempt Readers With Music TV Extension). FHM Music TV is the first non-music Emap brand to be launched as a television channel, sitting alongside other Emap TV channels, Kerrang!, Kiss, Magic, The Box, The Hits and Q.

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