FHM celebrates 10 years with Emap

FHM has produced a special supplement to celebrate 10 years under Emap.

The August issue, out this week, features a 25-page supplement including a double-page spread with editorial content from the first issue.

Emap bought FHM, or For Him Magazine, as it was then known, from Tayvale in 1994 for £1m. Sales have since grown from 60,000 to more than 600,000.

Staff have also drawn up a list of FHM’s 10 “finest hours”, including the naked image of Gail Porter it projected onto the Houses of Parliament in 1999.

Other highlights include the bestselling July 1999 issue which sold more than 1m copies and the launch of FHM’s 100 sexiest women in 1995.

FHM has seen increased competition this year from the £8m launches of the two men’s weeklies Zoo and Nuts.

Both are aimed at a similar audience of 18 to 34-year-old men and there are reports of another rival in the pipeline, led by former Men’s Health editor Simon Geller at Bauer.

Zoo is already claimed to have hit its target of 150,000 while Nuts is said to be selling in excess of 200,000.

Industry insiders claim that sales have had a knock-on effect on the men’s monthlies including FHM, Loaded and Maxim, which have all seen growth slow over the last few years.

The full impact will be revealed in the second week of August when the next round of ABCs are released.

By Ruth Addicott

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