FHM


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FHM or For Him Magazine is an international monthly lad's mag. The magazine began publication in 1985 in the United Kingdom under the name For Him and changed its title to FHM in 1994, although the full For Him Magazine continues to be printed on the spine of each issue. Founded by Chris Astridge, the magazine was a predominantly fashion-based publication distributed through high street men's fashion outlets. Circulation expanded to newsagents as a quarterly by the spring of 1987.

After the emergence of James Brown's Loaded magazine (regarded as the blueprint for the lad's mag genre), For Him firmed up its editorial approach to compete with the expanding market and introduced a sports supplement. It then went monthly and changed its name to FHM. It subsequently expanded internationally. As of January 2007, it published 28 editions per month including editions in Russia, the United States, Norway, Denmark, Romania, Croatia, Australia, Estonia, New Zealand, France, Latvia, Lithuania, Indonesia, Taiwan, Portugal, Malaysia, India, Mexico, The Netherlands, Venezuela, Thailand, the Philippines, Serbia, South Africa, Spain, Slovenia, Sweden, Singapore, Bulgaria, Greece, Germany, Hungary and Turkey.

Like Loaded, FHM arguably relies heavily on the appeal of photographs of scantily-clad women. Unlike many magazines, FHM prints photographs of women already famous for reasons other than their beauty - such as actresses and pop singers. FHM is typically stocked in the lifestyle rather than adult section on newsstands, although Wal-Mart banned lad's mags in 2003.

The magazine is printed on high quality glossy paper and the photography is of high technical quality. FHM became one of the best-selling magazines in Britain during the mid to late 1990s, selling 700,000 copies per month by 1999, which was a fall by 9.6%. Towards the end of the decade the lads' culture in which the magazine thrived began to die off and publishers turned to celebrity-oriented titles to boost overall sales.

FHM publishes an annual list of the "100 Sexiest Women In The World", as voted by its readers.

As well as the photo shoots, the magazine contains articles on a wide variety of topics, including profiles of sports stars, movie, music, gadget and book reviews, gossip, men's fashion shoots, the "bar scene" in a variety of locations, guy tales of sex, and extensive discussion of sexual techniques.

In December 2006 it was announced that FHM will be discontinuing its United States print edition after the March 2007 issue, turning to an all-digital format with the launch of FHM Online.

In October 2007 FHM launched a magazine in India along with an accompanying website, FHMindia.com

FHM in other media

Originally starting as just a magazine, FHM has now expanded into other media. This includes different websites for almost every country in which FHM is published, each featuring localised content. In some countries, FHM pictorials and videos can also be downloaded onto mobile phones.

FHM TV is also a music television station in the UK. It timeshares with (and broadcasts on the same channel as) fellow EMAP-owned music channel Q TV. The channel plays music themed shows such as "Yummy Mummys", "FHM Dance" and "Now Thats Hot!"

In Talladega Nights: The Ballad of Ricky Bobby, Carley Bobby states that FHM has voted her in a top 100 list for "Best Ass".

FHM in India

The Indian edition of FHM is published by Nextgen Publishing Ltd ( http://nextgenpublishing.in ), who already have CAR India and Bike India along with The Ideal Home and Garden, Smart Photography, Commercial Vehicle and Computer Active in their kitty.

FHM was launched in India on 19th October 2007 in a star-studded party held at Mumbai, which saw celebrities from all walks of life participating, including, Lakshmi Mittal, Sanjay Mandreaker, Sharukh Khan, Vivek Oberoi, Karan Johar, Andrew Symonds, Deepika Padukone, Rohit Bal, Madhur Bhandarkar, Monisha Arora, Avanti Birla, Varun Bahl and many more along with FHM India's first cover girl Ujjwala Raut. (Credit: Wikipedia).

News

Media Man attends FHM party on 2nd November 2006 - photos - Alissha Willis

FHM story on Channel Seven 'Today Tonight' - 8th November 2006

 

Blondes bumped from FHM, by Jesse Hogan - 13th March 2008
(Credit: The Age)


Busty blondes will be bumped from the pages of For Him Magazine in favour of health and fitness issues as part of PBL Media's push to reduce direct competition between its raunchy men's magazines.

PBL Media's purchase of rival publisher Emap Australia last September resulted in it inheriting FHM and Zoo Weekly, both of which competed with its existing men's magazine, Ralph.

While Zoo Weekly is the most "downmarket" of the trio - and also the best-performing - the company has now decided to move FHM "upmarket", with a brief to target "an older, more affluent reader".

"In addition to a fresh new design, reinvigorated content will include a travel section, motoring, food and drink and health and fitness," the company said of the change, while also promising "expert advice on relationships and sex, and money and investment".

"We're tapping in to everything that interests urban men in their mid-twenties to thirties - and delivering it in an aspirational, yet relevant, package," the magazine's new editor, Ben Smithurst, said.

The first edition of the revamped FHM will go on sale next month.

The latest circulation results revealed FHM's circulation - the average number of magazines sold - had fallen from 90,025 in the second half of 2006 to 68,375 in the second half of last year - a 24% decline. Ralph fared slightly better in the same period, with sales down only 8.9%, from 93,409 to
85,063.

In contrast, Zoo Weekly gained 62,000 readers between 2006 and 2007 to finish the year with an average weekly readership of 494,000.

Last year, Inside Sport ditched bikini-clad models and athletes from its front page in an attempt to attract more female readers to the magazine.

''For anyone who wanted to look at gals in lingerie or bikinis there are now a plethora of mags and it's kind of made our attempt look irrelevant,'' Inside Sport editor Graem Sims said last year.

With Dewi Cooke

 

FHM wants Lara Bingle for her ... brain - 13th March 2008
(Credit: Daily Telegraph)


LARA Bingle's scandal-plagued image is poised for yet another attempt at makeover, with the stunner emerging as the face of a revamped "intelligent" lads mag.

Bingle has been convinced to bed her "bumpy" history with the men's magazine market and pose up for a new look FHM, relaunched yesterday.

The pin-up partner of Aussie cricketer Michael Clarke once threatened to sue over her appearance in the tawdry tomes.

ACP mens titles publisher Peter Holder confirmed that, after "cleaning up its act", Bingle would appear as the cover girl on FHM's May issue.

"It's taken a lot of convincing but she was sold on the really positive message the magazine was upgrading itself," Mr Holder said.

Bingle will appear in swimsuits, after shooting a beachside feature. Mr Holder denied the shots would be "gratuitous".

"Does it cover Lara's pretty face and great Australian female body? Absolutely," he said.

The revamp of FHM has come at a price for owner ACP, which claims it has knocked back a $1 million-worth of advertising from phone sex services which have previously set the tone for the content.

"Taking the sex ads out have lifted the tone immediately. The stories are written a little bit more intelligently with more panache," Mr Holder told Confidential.

Bingle's received enormous support from the ACP in rehabilitating her public image after her affair with married AFL star Brendan Fevola.

 

Disclaimer: Media Man Australia is delighted to have collaborated with FHM

Media Man Australia does not represent FHM or ACP Publishing

Imogen Bailey

Bessie Bardot, Imogen Bailey and Erin McNaught