EDITORIAL: FHM’s credit card needs to provide real benefits
By STEFANO HATFIELD, campaignlive.co.uk, Friday, 28 August 1998 12:00AM
When you’ve got a brand as successful as FHM on your hands, it would be negligent not to examine the potential for extending it into other areas.
When you’ve got a brand as successful as FHM on your hands, it
would be negligent not to examine the potential for extending it into
After all, there are plenty of precedents in the magazine world, not
least those set by Cosmopolitan with its drinks, clothing and interiors
But FHM is different, firstly because it’s a men’s magazine, but mainly
because of the area it has chosen to launch into: financial
It’s a bold move, particularly when much safer options abound, including
that chosen by its rival at IPC, Loaded, which is to introduce an
underwear range. If FHM had done that, no-one would have raised an
eyebrow. But a credit card?
No details have yet emerged about the planned launch, but one thing’s
for sure: while FHM readers may speak enthusiastically to researchers of
their brand loyalty, they are unlikely to carry a new credit card purely
for the kudos. The FHM credit card will need to offer some genuine
Whatever the other potential pitfalls, at least FHM has chosen more
wisely than the Daily Telegraph did when it launched a PEP scheme - only
to find that its advertising revenue from other PEP scheme owners dried
Advertiser concern could be an issue, however, if Emap also carries out
its intention to move the brand into the holiday market. It’s hard to
imagine Club 18-30, for example, being happy about that.
The biggest danger with any brand extension is quite simply that it
might fail. If you slip up in a non-core area, it is bound to hurt your
core brand. It’s to be hoped, therefore, that those responsible for the
FHM spin-offs put as much energy into making them work as the editorial
and advertising teams have put into the magazine.
This article was first published on campaignlive.co.uk
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