Jul-Dec ’96 ABC Figures: Men’s Monthly Sector
Emap’s FHM has achieved an extraordinary rate of growth over the last six months, with ABC figures showing an increase of 217%. Its popularity has been growing steadily over the past couple of years, but today’s results will certainly help to re affirm FHM’s editorial policy. James Carter at Emap explained the titles rocketing success as the result of following a steady road to keep the magazine broad based and well balanced in its range of topics covered, keeping a “realistic content” as well as maintaining a “practical and witty” approach.
| Title | Jul 95 – Dec 95 | Jul 96 – Dec 96 | Actual Change | % Change |
|---|---|---|---|---|
| Arena | 84,802 | 86,850 | 2,048 | 2.42 |
| Esquire | 106,140 | 111,007 | 4,867 | 4.59 |
| Face | 112,388 | 113,028 | 640 | 0.57 |
| FHM (For Him Magazine) | 115,034 | 365,341 | 250,307 | 217.59 |
| GQ | 128,722 | 148,574 | 19,852 | 15.42 |
| Loaded | 174,763 | 323,115 | 148,352 | 84.89 |
| Max Power | 160,461 | 190,382 | 29,921 | 18.65 |
| Maxim | 98,067 | 150,261 | 52,194 | 53.22 |
| Mens Health | 120,371 | 158,945 | 38,574 | 32.05 |
| Sky | 161,670 | 164,731 | 3,061 | 1.89 |
| Escape | n/a | 25,536 | n/a | n/a |
| Stuff | n/a | 60,592 | n/a | n/a |
On reflection, it would seem that others such as GQ, Esquire and The Face could gain something from FHM’s direction. Many Editorial teams have perhaps made the mistake of narrowing the content of their magazines, using set angles of approach in the hope that this will gauge a steady regular audience, and as a result perhaps missing out on some of the opportunities within this ever growing sector.
John Brown Publishing has announced the launch of a new titleBizarre, which will hit the news stands on Feburary 20th. The bi-monthly title hopes to tap into the growing mens magazine sector, along similar lines to FHM and Loaded. “For men who share an attitude, not a lifestyle” is the line from John Brown, this will be put to the test in a first issue review soon to appear on Newsline.
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