Audit of UK FHM Magazine - Essay Example

Audit UK FHM Magazine” FHM Magazine is ranked as one of the leading international glossy publications since it first came out in the mid-eighties inthe UK. At one time, this phenomenal masterpiece was vividly described in one published analyses of international publications as a magazine designed to appeal to the average bloke with accessible articles and banter (Woods). FHM concentrates on gorgeous women, sports, drinking and humour (Woods). The contents are made up of a standard front page interview story of a female entertainment icon or star backed up with interesting features on fashion, music, book and film reviews and backed up with regular advertisements on products for men such as clothes, cars, watches and fragrance. There is of course a section that includes contributions from readers and jokes or topics for conversation and debate. Perhaps, these are the factors that set apart FHM from other shelf publications. However, what catapulted FHM into extreme popularity is its yearly feature on the 100 sexiest women in the world which has become a favorite of its readers. As a matter of fact, FHM’s 100 Sexiest Women in the World contest has been acknowledged as one of the largest international magazine event for men. Of course, the sexy and desirable photographs of the celebrity of the month make FHM as an overwhelming favorite of male readers. Incidentally, aside from pioneering magazines like Playboy and Penthouse, it was FHM which popularized the use of scantily-clad women as front-page covers. For Him Magazine is staffed with carefully-handpicked and proficient editors, writers, creative artists, photographers and advertising executives who boast of a track record of experience and expertise in their respective professional careers. It is important to note that the correct choice of highly-competent editorial and advertising personnel is responsible for maintaining the prestige and marketability of the magazine. FHM’s was at its highest in the late nineties when it recorded an almost extraordinary monthly circulation of 700, 000 copies. It became a favorite not only in Britain and Australia as well as other Asian countries such as Malaysia and Singapore. FHM became an instant trend in the world of magazine journalism. FHM has found the perfect balance between being professional and relaxed, with content that is compelling, sexy, funny, useful and relevant. Meanwhile, based on the July-December 2005 ABC figures, FHMs circulation was 112, 809; and according to the AMPS measurements for the January-June 2005 period, the magazine had a readership of 670, 000. FHM remains the UK mens magazine market leader, but lost 16% of its circulation in the latest ABC circulation figures, with an average sale of 311,590 in the first half of 2007 (Plunkett). Although in recent years, publications to global lifestyle magazines to include FHM were affected by decline in readership. According to Bauer Publishing, the official publishing group of FHM, the publication was down by 19% in 2010 from 1,521,000 to 1,233,000 in terms of average issue readership (Levy). The revenue streams of FHM should not be limited to display advertising alone. After all, in the world of entrepreneurial journalism, advertising must not be considered as the mere source of a potential revenue stream (Buttry). There are other means such as events, merchandise and online promotions. In this specific case, one very profitable revenue stream and not just a PR tool of FHM is the FHM’s 100 Sexiest Women in the World annual competition which undoubtedly has boosted sales for FHM throughout the years (Welstead 1). One of the major selling points of FHM is its total rebranding from an average or commonplace magazine for fashion-conscious male readers to a stylish fashion genre that has definitely made it stand out as a themed men’s publication. It is a well-known fact that FHM still maintains a strong position in the market today. FHM management and its people have managed to keep pace with other key despite the stiff competition in this industry. One reason behind this positive development is their ability to conceptualize and implement an innovative rebranding strategy. Likewise, the modified “lads magazine” formula of FHM has virtually ensure its long shelf life although there are claims that there has been a considerable decline in the lads culture recently (Deacon). The usage of user generated content or materials that are posted on websites and other media sources by publications is a very delicate issue. In fact, three years ago, FHM was faced with a legal dilemma when it allegedly broke media laws by printing mobile phone photograph of a minor without getting her consent According to the Press Complaints Commission; the publication of the photograph was a gross violation of the Code’s provisions on the right to respect for privacy (Out-Law News). Whatever the decision was, the most important lesson here is that prudence has to be exercised in the use and integration of user-generated content in both printed and on-line versions of the magazine. As a multi-platform brand, FHM has also shown its sizeable online presence very much like its printed counterpart. Using the same contents and making use of streaming video to showcase interviews and behind the scenes video recordings of photo shoots. Multi-platform brands have become immensely popular, and are expected to gain even more popularity in the future. The media richness of the Internet is growing and niche communities throughout are becoming more robust and interested in the newer mediums (Sturk). FHM magazine has earned a reputation of making controversial decisions to boost sales. This is based on the same analyses made by Paul Woods in his discourse in Magazine Journalism: FHM. A classic example is the projection of a 60 feet high picture of Gail Porter beside the Houses of Parliament in London in 1999 to promote its yearly “100 Sexiest Women”. This particular assessment underscores the point that the employment of unique marketing strategies by FHM is one of the reasons for its remarkable performance in the market. In terms of branding, FHM as a brand has grown through movement. “We can never expect growth and lack of change. The brand continually looks to create new markets and new segments in which it can become the reference and ultimately, the acknowledged market leader. The brand’s image like its environment is in unending evolution and to fail to evolve is to be shackled by the present, to have a dated and immobile image (Kapferer 270).” The non-stop search for ideas and concepts to grow the brand and the corresponding implementation of such has proven to be beneficial to the magazine. Nevertheless, the bottom-line here is not just the general impression of readers about FHM but more importantly, the fact that readers continue to patronize the publication. FHM has become one of the top choices in other countries particularly the Philippines, Singapore, Australia and Malaysia. This reinforces the development that today it is among the preferred style and fashion publications in the global community. It is my firm conviction that FHM will continue to maintain its dominance in the world market despite the possible emergence of other related publications. However to achieve this objective, there are various factors to be considered such as focusing on the readership factor and transforming the magazine into something like a global brand. Readers will always look at the value they get for their money and if they can make use of this value. At the same time, they will always want to know if the magazine that they are patronizing can be rated as a global brand. That is why, magazine owners have to make it a point to invest in brand development to include brand extension such as expanding into an online version and making it more attractive and acceptable to readers. In fact, publishers, can involve readers through blogs and chat rooms just to find out what really are their sentiments towards the magazine and what their possible feedbacks are regarding contents, advertisements and ultimately, the brand itself. For one, publishers can make a lot of money out of online versions. Massive investments in terms of brand advertising and promotions as well as careful management of the brand should be undertaken. In the end, publishers can find out if they have been effective in growing the brand once they find out the response of readers to their products, how readers associate their products and what they would take from the same brand. Works Cited 1 Woods, Paul.”Magazine Journalism: FHM” Magazine World at the University of Manchester Web. May 2009. 2 McGarry, Lisa. Cheryl Cole is the World’s Sexiest Woman (FHM’s 100 Sexiest Women in the World). Unreality TV. April 29, 2010. 3 Levy, Katherine. NRS June 2010: Loaded, FHM and Nuts hit by Readership Declines. Media. http.//www.mediaweek.co.uk. August 31, 2010. 4 Buttry, Steve. Entrepreneurial Journalists should pursue revenue streams. Commentary on Media Issues. Buttry Diary. Web. October 31, 2010. 5. Welstead, Stephanie. Bold Moves. Online Energizing Entrepreneurs. Growing Business. Web. May 13, 2009. 1 6 Deacon, Michael. Why Lads’ Mags have a Shelf Life. The Telegraph. November 13, 2010. 7 Sturk, Chris. Why It’s Important for Online Publishers to Create a Multi-Platform Brand. Online Publishing. Web. August 16, 2010. 8 FHM Flirts with the highest risks of Web 2.0. The Out-Law News. www.out-law.com. March 10, 2007. 9 Noel-Kapferer, Jean. Creating and Sustaining Brand Equity. The New Strategic Brand Management. Kogan Page Publishers 2008. 270 10 Plunkett, John. Compact FHM aims to pack more punch. Media Update. www.abc.org.uk. November 13, 2007 Read More