FHM readers who want a different kind of six pack from the one they
usually carry home from the ’offie’ can get in shape with a new brand
extension - FHM Bionic.
The new magazine promises a less serious approach to fitness combined
with leisure and grooming features. ’It will be enjoyable and fun but
won’t take the piss out of the subject,’ said commercial director Steve
Newbold. ’But we think the other health and fitness titles are a bit
He believes the magazine will attract new readers who are not
necessarily regular FHM buyers. ’We expect the readership will be a bit
older than FHM’s but younger than that of Men’s Health,’ explained
Newbold. ’Probably, they will be in their mid- to late-20s.’
The launch of FHM Bionic comes little more than two years after the
closure of XL, the specialist health and fitness title that Emap
acquired in 1996. ’XL was drifting towards the lifestyle arena and away
from being a fitness title,’ explained Newbold.
’If you can’t clearly differentiate it from others in the market, then
Emap Metro’s men’s fashion team is selling the advertising and targeting
categories such as grooming, toiletries, fashion and lifestyle, as well
as specialist health and fitness advertisers.
The 196-page first issue, which launches on 17 December with a pounds
2.99 cover price and a 175,000 print run, carries 50 pages of ads for
brands such as Nike, O’Neill, Clinique, Boss, Oxbow and Suzuki. Like its
fellow brand spin-off FHM Collections, it will appear twice a year, at
It was also announced last week that FHM’s managing director Phil Thomas
is to relocate to Australia to manage Emap’s Pacific Rim operations. No
replacement for Thomas has yet been announced.