Emap Petersen to Launch U.S. Edition of FHM

Posted on July 21, 1999

Emap Petersen, Inc. will launch a U.S. edition of FHM (For Him Magazine), the U.K.'s # 1 monthly magazine and Europe's #1 men's magazine, in February 2000. The announcement was made by Tom Moloney, President and COO of Emap Petersen, Inc. Ed Needham, formerly FHM editor at Emap Metro, has been named Editor-in-Chief and Dana Fields is President and Executive Publisher. The U.S. launch issue will appear on newsstands in February and will have an initial rate base of 225,000. Seven issues are planned for 2000, with the rate base planned to increase to 400,000 in September 2000. The editorial and publishing offices will be based in New York.

FHM's editorial will cover areas of interest and relevance to 18-34 year old men in America including: fashion, lifestyle, entertainment, music, books, celebrity interviews, travel and health. In addition to the U.S. launch, FHM launched in France in July 1999 and plans for further international launches.

Moloney said, "We are very excited about our plans to bring FHM, which has appealed to guys worldwide, to America. FHM has proven itself to be a strong international brand, while remaining versatile and adaptable to its specific markets, as can be proven by its success in the six countries in which it has been launched, most recently in France, where to date we are already ahead of our projections. Petersen's knowledge of the American market will be invaluable to FHM's success in the U.S. With over 160 publications today, Emap Petersen is a proven expert in publishing for men. Ed Needham, our award winning FHM editor in the U.K., has been part of FHM's success formula and brings with him enormous talent and creativity to help us build the best men's lifestyle magazine in the U.S."

In 1994, FHM was repositioned from a fashion trade title -- selling less than 60,000 copies per issue -- to an 18-34 year old men's lifestyle magazine with broader appeal. By 1998, FHM was selling 775,000 copies per month, making it today the leader in the U.K. men's magazine market. FHM's editorial mix includes fashion, advice, reviews, entertainment and features from health and relationships to technology and careers. It also includes exclusive cover stories and interviews with popular female celebrities. FHM in the U.S. will be a lifestyle, entertainment and fashion magazine for men offering as much as 20-30 pages in each issue devoted to comprehensive men's fashion editorial coverage.