FHM boosted by huge sales rise

EMAP Metro’s FHM magazine will announce a massive 100,000 circulation increase when it announces its January to June sales figures later this week.

The circulation rise, which is 123 per cent up on the same period last year, is believed to be a record for UK magazines.

FHM’s circulation was 81,000 in the January to June 1995 Audit Bureau of Circulations figures and has risen to about 180,000 for the same period this year.

EMAP is understood to be planning a 40 per cent increase in the ratecard price of the magazine’s advertising pages on the back of the rise.

The 180,000 average circulation figure has been achieved because the magazine topped the 200,000-mark three times in the audit period. Agency buyers have also been told that the July issue of the magazine hit sales approaching 250,000.

FHM’s circulation increase is likely to be matched by IPC’s men’s magazine Loaded, which boosted its July to December 1995 circulation by 82 per cent to 174,763.

When EMAP bought FHM in May 1994, the title had a circulation of only 60,000. Since then the company has changed the magazine from a specialist fashion and lifestyle title to a younger, more mass-market publication.