It makes no sense for general interest magazines to become involved
in masthead TV programming, Phil Thomas, managing director of Emap
Metro’s FHM, told delegates at this week’s conference.
’I can’t see it doing anything other than costing us a lot of money,’ he
said. ’I have yet to see a business plan that shows it makes business
Thomas expressed disappointment with FHM’s recent collaboration with
Channel 5. ’We wanted it to be specifically about fashion and style -
more of a spin-off of our magazine, FHM Collections. Channel 5,
understandably, wanted it to be as broad as possible.
’So there was a certain amount of tension there, and the result was a
bit of a compromise between the two.’
Thomas said that a lack of mutual trust presented a major obstacle to
the successful fostering of relationships between broadcasters and
publishers. While broadcasters believe that magazine publishers are
gaining wider audiences through such deals, magazines believe
broadcasters are gaining more viewers as a result.
However, IPC’s head of TV development, Nick Ryle, argued that masthead
programming would become as popular as sponsorship.
He told delegates: ’We are very positive about the long-term future. We
will have developed some of the brands into true-cross media brands. We
are very keen that we develop programmes that can be part of the
interactive future of television.’
He added: ’I have about 20 projects on the go in various stages of
development and the level of interest is considerable.’