FHM plans revamp as men’s mags take another battering from ABCs

FHMThe men’s magazines sector is expected to post another round of severe circulation declines in the next Audit Bureau of Circulations (ABCs) figures, due to be unveiled on August 16, with EMAP’s market leading title FHM understood to be again posting a significant decline in the January to June 2007 period, ahead of its relaunch later this year.

One of the few titles to maintain a steady growth in this sector is thought to be Condé Nast’s GQ, which caters for a more upmarket readership.

The multi-million pound overhaul of FHM will be an attempt to move the title towards an older readership with a more premium positioning (MW June 28). The magazine is also set to increase its cover price from £3.50. The relaunch will be EMAP’s second attempt to reposition FHM in two years.

The title was down 25.9% year on year and 11.9% in the July to December 2006 period. The sector as a whole dropped by 14.4% year on year.

The two men’s weeklies – IPC’s Nuts and EMAP’s Zoo – are expected to post further declines, with Nuts maintaining its lead. IPC’s Loaded and Dennis Publishing’s Maxim are not understood to post any positive figures either. Loaded was down 29.9% year on year and 12.3% in the period, and Maxim’s circulation flagged 29.3% year on year and 10% period on period.

  • Separately, EMAP’s More magazine, aimed at young women, is switching its frequency from fortnightly to weekly from September, joining the publisher’s stable of weekly titles, which includes Closer, Heat, First and Grazia.

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