FHM faces 20% slump as men's monthlies suffer

FHM, Emap's market-leading men's monthly, is continuing to haemorrhage readers as men desert the sector in favour of digital alternatives and weekly publications.

Press buyers believe that FHM will post a substantial decline in the six-monthly ABC results, published next month. One agency predicted it will suffer a 20% year-on-year decline in circulation, following a drop of almost 25% in last August's ABCs to 420,688; another said the losses could be even higher.

FHM is operating in a declining market that is showing little signs of stabilising. Agency sources expect the falling circulation of men's monthlies will once again be the biggest news to emerge from the ABCs. IPC's Loaded and Dennis Publishing's Maxim have also been hit hard.

An Emap spokeswoman said: 'FHM continues to grow its share of the mainstream monthly sector. The brand has never been healthier, given Emap's foresight in investing in its development on digital, mobile and TV.'