110 Fifth Ave.
New York, NY 10011
212/886-3600
http://www.fhmusa.com
After boasting successful launches in the U.K., Australia, Singapore, Malaysia, Turkey and France, British publisher EMAP introduced an Americanized version of For Him Magazine
(FHM) Feb. 15, with Web site in tow. The title hit U.S. newsstands as a bimonthly with a 225,000 circulation, but will ramp up to 10 times per year with a rate base of 400,000
come September.
Content & Contacts
Branded as "The American Man's Handbook for Life," FHM targets 18- to 34-year olds, covering issues relating to fashion, sex, health, entertainment, careers, technology and
humor. The book's roots are in fashion (it originated as a trade title in England before going mainstream) and publishers rank general interest magazines such as GQ and Details
among its main competitors. Maxim is also considered a contender.
For now, pitch story ideas to FHM's agency, Bragman Nyman Cafarelli. Contact Julie Ferriot in New York at 212/682-7700 ([email protected]) or Lewis Kay in L.A. at 310/274-7800 ([email protected]).
Pitch Tips
FHM is open to scoop about new techno-gadgets, fashion trends, career tips and health advice. The prominent sexual content and nudity that appear in European version will be
significantly toned down in the U.S. to account for cultural differences, according to Dana Fields, president and executive publisher. As such, models and movie stars in the U.S.
version will be depicted with more of a "wholesome, girl-next door quality," she says.
Editorial material is shaped around three guiding principles. "Everything must be one or more of the following: funny, sexy, useful," says Editor-in-Chief Ed Needham.
While the inaugural issue featured a profile of boxing promoter Don King, FHM has parameters regarding sports coverage. "We might cover something like a terrific off-road bike
trip across Mexico - some sort of adventure travel that readers can participate in," Fields says. But in general, pro sports are not part of the mix. King got ink because he's a
controversial personality. "But we're not going to run yet another interview with Michael Jordan," Fields says.
Side note: the Don King profile also ran in FHM's U.K. edition. A story with international appeal will travel across borders.
Comments
"What has made FHM so popular in Europe is the honesty of its voice," Fields says, banking that the same tone will appeal to American men. "It's direct reporting about real
issues in twenty-something men's lives - wrapped in a package of great entertainment and beautiful women." The first U.S. edition featured a story about dealing with excess body
hair along with a piece about what to do when you're in the doghouse with your girlfriend.
"The mentality that men aren't interested in fashion or grooming is an outdated concept," Fields says. "Men's fashions and fragrances have exploded, and 40 percent of salon
business now comes from men. Today, men are getting married later in life. They're responsible for their own wardrobes. They are furnishing their apartments. They want to be
entertained and informed."