In an era where magazines are failing, how does FHM maintain its audience?

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In an era where magazines are failing, how does FHM maintain its audience?

The origins of FHM magazine date as far back to 1985 in the United Kingdom where the magazine began publication. FHM was first published under the name “For Him” and changed its title to FHM in 1994 when Emap Consumer Media bought the magazine, although the full “For Him” Magazine continues to be printed on the spine of each issue.  Circulation of this magazine was expanded to newsagents quarterly by spring 1987, after the emergence of a similar magazine Loaded which was regard by them to be the blueprint for the lad’s mag genre. ‘For Him Magazine’ firmed up its approach to compete with expanding market by introducing a sports supplement. The magazine is published monthly and changed its name to FHM this being the abbreviated version of ‘For Him Magazine’ this is probably to gain the audience attention as they can print these letters bigger and bolder which a generic convention that FHM uses. It has dominated the men’s market around 1997 according to ABC magazine results where A. Crawford presented an article where she collected information on FHM magazine sales,

“FHM managed to overcome all other magazines and reached over 600,000 sales a month which was a 76% increase on last year which was 365,000”

This shows FHM after just over 10 years have managed to overcome and compete with other magazine and are still managing to do so in the present day, this suggest that FHM is in high demand and the audience are genuinely interesting in the magazine.

Also FHM began to expand internationally and now sells magazines in 26 different countries. FHM was sold as part of the publishing company sale, from EMAP to German company, Bauer Media Group in February 2008, which is owned by the Bauer family.

This magazine in the genre of is an lad’s magazines, they look so to sell their magazine to a target audience of men the age of 18-35, predominantly males belonging to A, B and broad C socio-economic classes with an interest for everything and anything sexy, funny and relevant to a men’s lifestyle, for example hobbies, and sports.

According to a Synovate Media Atlas survey, “This magazine has over 1 million readers monthly across all socio-economic classes; this figure is based on a survey carried out by Synovate Media Atlas in the 2009-2010 year.”  

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FHM has had other successes with the e-media platform by introducing fhm.com. This website version of the magazine has bought more users in and maintaining a large audience, this proves by the mass of audience that FHM is actually selling magazines and gaining revenue. –analyse website, analyse magazine

FHM makes their revenue through the cover price of the magazine which is £3.90 monthly and through yearly subscriptions offered to readers, and their revenue is mostly produced by the adverts within the magazine.  In 2002 according to New York Business Wire, “FHM has revenue gain of an outstanding 105% ...

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