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
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.
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.
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.
publishes an annual list of the "100 Sexiest
Women In The World", as voted by its readers.
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.
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.
October 2007 FHM launched a magazine in India along
with an accompanying website, FHMindia.com
in other media
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
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!"
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
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.
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:
Man attends FHM party on 2nd November 2006 - photos
- Alissha Willis
story on Channel Seven 'Today Tonight' - 8th November
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.
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
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
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".
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.
first edition of the revamped FHM will go on sale
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
contrast, Zoo Weekly gained 62,000 readers between
2006 and 2007 to finish the year with an average weekly
readership of 494,000.
year, Inside Sport ditched bikini-clad models and
athletes from its front page in an attempt to attract
more female readers to the magazine.
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.