END OF LA VIDA FHM, the six-year-old beer-and-babes magazine, is shutting down. Emap, which publishes the 1.25-million-circulation title, announced the move this morning. "The decision is consistent with the group's strategy of focusing resources on faster growth platforms and has been taken in light of the difficult trading conditions in the U.S. market," says a release from the company, which sold its other U.S. titles to Primedia in 2001. "The U.S. online site ... which forms an important part of the brand's ongoing and increasing international presence, will continue to operate."
While the British version of FHM is No. 1 among so-called "lad" magazines in the UK market where it originated, its American offshoot never approached market-leader Maxim in popularity (possibly in part owing to Maxim owner Felix Dennis's decision to launch a flanker title, Stuff, to eat up available consumer space prior to FHM's arrival here).
I was very sorry to see FHM go. It was the only mens Magazine , besides Playboy that I cared for. I liked the balance/varity of articles and they were well writen and held my interest. I think Maxim, Stuff and the like Suck. I tried subscriptions to them all and FHM was the only one I read. Ended up tossing the others out. At least I can still get Playboy, thank God. But I will still really miss FHM. jhonnyj
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