EMAP to launch FHM health spin-off title

EMAP Metro is launching a standalone men’s health and fitness title as a spin-off from its best-selling lads’ magazine FHM.

Called FHM Bionic, it will appear bi-annually on newsstands from December 17 – in time for the post-Christmas fitness boom.

The move follows the launch of FHM Collections, which solely covers fashion. It also appears twice a year.

There will only be two FHM titles on the newsstands at any one time, Nial Ferguson, group marketing manager for EMAP Metro’s men’s titles, claims. “The launch of the FHM title comes on the back of research we have done into the market and the strength of the FHM brand, as well as the fact that our fashion spin-off has been a success.”

The 200-page FHM Bionic will have a cover price of £2.99 and an initial print run of about 175,000.

Ferguson hopes it will achieve sales of about 100,000.

According to the Audit Bureau of Circulations, FHM recorded an average net circulation of 701,089 in the six months to June; FHM Collections’ circulation was 80,240.

Rival Condé Nast Publications last year withdrew GQ’s health spin-off GQ Active as a standalone title, following disappointing sales (MW October 8 1998).


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