FHM. Fat Heavy Magazine.
15:44 Saturday 18 Aug 07
An article in The Independent on the falling circulation figures of men’s mags. I used to buy FHM and I used to really like it. The main reason I stopped wasn’t the price as that was about the same. It was the fact it turned into a catalogue.
The index went further and further into the mag as they filled it full of ads. Every other page was ads. They adopted a technique of saying ‘continued on page 72′ just so readers would see more ads. They had more ‘features’ on clothing and accessories. And these ‘features’ always had really expensive gear that I could never afford. Those pages actively irritated me. It’s one thing to flip through pages about DVD’s, games, health drinks and how Tesco is cheap and quite another to see 200 quid trainers, shirts that cost a week’s wage, snowboards, jetskis and similar. Those pages alienated me. Grub Smith and really expensive gear? How do they go together then?
They had less interesting stuff to read.
Or maybe they had the same but it became diluted by the mass of glossy ‘buy me!’ around it.
The solution for me and FHM is simple – cut the ads.
Getting rid completely is obviously not on, but they could reduce them to a level which meant the mag was profitable and readers didn’t feel like an expedition was needed to find the content.
Here’s what they do – they weigh the first 12 issues of FHM. They weigh the last 12 issues. They set the former as a goal. Easy.












