Bauer Media’s FHM magazine is dropping its cover price in an effort to claw back some of the ground lost to Mens Health, which overtook it last month to become the best selling men’s consumer paid for title.
The November issue of the magazine will be reduced to £2.50 – £1.40 under its normal price of £3.90, according to Media Week.
Bauer’s move will result in hundreds of thousands of pounds lost in cover price revenue but, the report says, it is all part of editor Colin Kennedy strategy for the re-birth of the magazine.
The redesign is looking to drop its traditional lager-lad image to attract a more sober, health conscious audience.
According to the latest ABC figures, FHM lost its 13 year reign as the top selling men’s magazine, losing out to Men’s Health. Circulation fell 16.2% year on year to 235,027 between January and July this year.