FHM, recently confirmed as Australia and New Zealand's biggest selling monthly men's magazine, launches its new look October issue on Monday 6 September.
The 'new look' FHM is the result of deep consumer research and a dedicated focus from a recently expanded and strengthened editorial team under editor-in-chief John Bastick to deliver the most exciting and relevant magazine product in the men's monthly market.
FHM's unique funny, sexy, useful formula remains unchanged. What does change is the way that this formula is delivered, with new sections added to the magazine to reflect the changing interests of young men and to create a magazine that maintains its relevance as the lives of readers change. These creative developments result from FHM's commitment to understanding and responding to the evolving pressures and pleasures of the increasingly complex and competitive lives of young men in Australia, New Zealand and around the world.
The changes are obvious from the moment readers pick up the magazine. To start, the logo is bigger, bolder and more confident than ever before - a statement of the strength of the FHM brand. In a world where young men are faced with an ever more bewildering array of choices, research confirmed the role of magazines in general and FHM in particular as a navigation guide and advisor. This insight is reflected throughout the magazine, with greater focus placed on usefulness and interactivity - three key editorial innovations are driving this forward:
Incoming replaces Reporter at the front of the magazine, with a focus on interactivity, stunning visuals and topical news relevant to the month of on-sale. A key innovation and men's magazine first is the FHM Wall Planner - a three-page-each-side pull-out highlighting the month's key events and activities.
FHM's new style section, Insider, edited by newly appointed fashion editor John Chalmers, helps FHM readers develop their own sense of style, delivering a fresh approach to fashion editorial with clothes, grooming, cars and technology showcased alongside celebrities with a distinctive use of images and photography.
FHM Essential will showcase the top five or ten must-haves for FHM readers' for the month of on-sale. Essential covers movies, books, fashion, grooming, holidays, motoring and beyond.
The launch of new look FHM will be toasted by FHM readers around Australia as we shout them a free Becks beer with every copy bought.
FHM executive publishing director Geoff Campbell said: "FHM has confirmed its position as clear market leader in the young men's lifestyle magazine category in Australia and around the world. We got there through a commitment to understanding our audience and producing a world class magazine, supported by innovative and exciting marketing initiatives. Keeping close to our readers through on-going research and reader feedback gives us great insight. We intend to build on our market leading position by continuing to innovate and reinvent."
Editor-in-chief, John Bastick commented: "Retaining the F1 championship like Michael Schumacher isn't achieved by resting on your laurels and driving around in last year's car. While we've been retaining the ABC lead, we've been busy developing the 2005 model FHM, and with our new team we're really excited to get it out onto the track."
On Sale: Monday 6th September 2004
FOR MORE INFORMATION OR TO ORGANISE AN INTERVIEW WITH JOHN BASTICK, EDITOR-IN-CHIEF:
Contact: Rachel Denny, Product Manager – FHM, (02) 9581 9491 or rachel.denny@emap.com.au
