FHM is to launch a branded credit card and is looking into the
potential for other brand extensions to capitalise on its runaway sales
The Emap Metro publication’s domination of the men’s magazine market was
confirmed this week when it posted an average circulation of 775,451 in
the latest round of Audit Bureau of Circulations figures, covering the
first six months of this year.
Emap is planning a range of brand extensions for the title designed to
appeal to the twentysomething readers who have already bonded with the
It has appointed a licensing specialist - Brand Asset Management - to
help negotiate future deals with business partners who would like to use
the FHM name on their products and services.
FHM’s move comes in the same week as IPC’s Loaded unveiled its plans for
a branded underwear range. The twin announcements confirm the growing
strength of the relatively young magazine sector.
FHM products and services will be promoted through the magazine and
The credit card is likely to be the first product on the market,
possibly appearing before the end of the year.
Other brand extensions could include bespoke holidays, drawing their
inspiration from ’FHM Thrills’, the section of the magazine that tests
Simon Greves, business development manager at FHM, said the magazine had
decided to appoint BAM to help with the next stage of growth because of
the number of unsolicited requests the magazine had already had from
potential business partners.
He explained: ’Our latest ABCs confirm us as a power brand and we want
to leverage that to deliver products and deals that will be attractive
to our readers.’
ABC results in full, p6 and p8.