FHM gets revamp in bid to woo readers

LONDON - Emap will unveil its new-look FHM this week, as it bids to broaden the magazine's readership among men in their twenties.

Under the magazine's editor-in-chief, Anthony Nog-uera, the monthly title will introduce sections on health, careers, fitness, finance, style and technology.

In addition, there will be a section called Miss FHM, which will be written by female readers and journalists. Emap has frozen FHM's coverprice at £3.60, and is also introducing a monthly supplement called FHM2, which will explore various topics in men's lives. The first will be about the internet.


The relaunch follows a succession of major drops in the magazine's circulation.


Its sales fell by 25.9 per cent to 500,865 during 2006, as many men turned to online for their entertainment. The changes have been made to distinguish FHM from the men's weeklies and other mainstream monthlies.

 As part of the relaunch, which will evolve over the next three issues, FHM will produce an online sampler to support each new issue. This will be promoted through Emap's network and general men's sites in a campaign by OMD.

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