FHM to battle sales decline with new look

FHM is being revamped, in a fresh attempt to mark it out from the weeklies, which have eroded its readership.

An Emap spokeswoman said a wholesale relaunch was overstating the extent of the changes, but that the title would use its monthly frequency to be a more aspirational experience than the weeklies.

She added: “The October issue will reflect a refreshed new product, focused on super-serving its core readers.

FHM.com will unveil a relaunched site next month.”

The news follows Emap’s trading update this month, in which the company forecast a downturn in revenue, partly blamed on its men’s and motor portfolios.

The move also comes just ahead of August’s ABC figures, where indications are that the men’s monthly market will continue to experience a downturn to the profit of the weeklies.

In the last ABCs, FHM sold 500,865 copies per month, down 13.6 per cent year on year, while Zoo was up 8.4 per cent and Nuts was up 11.4 per cent.

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