FHM Bionic muscles in on fitness magazines

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.

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

dry.’



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

why bother?’



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

least initially.



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.



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