MEDIA CHOICE: Ian Darby, Campaign's media editor, picks FHM's 150th issue promotion

"FHM's 150th issue could not have been better promoted. A great combination of consumer and trade marketing culminated with the issue itself - the simple concept of "Pub in a bag". Basically, give the 570,000 readers a free game, quiz book and bag of pork scratchings to wile away those lost hours in the boozer. The paper bag cover-wrap, with its promise of a "bumper booze bonanza

is a guaranteed stand-out on newsstands. The pub quiz book, complete with its educational beer reviews (but how can Stella score more than Pilsner Urquell?), is excellent and probably the only supplement to be sponsored by Mr Porky Pork Scratchings. A triumph for lads, while those sissies at GQ toy with the sure-fire circulation disaster of putting blokes on the cover."

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