So farewell, then, FHM - but why?

14/01/2016

In the week that the final issue of FHM was published, complete with cover star Holly Willoughby, we take a look at why 2015 saw the closure of the traditional lads mag market.

Ross Coombes Ross Coombes Manager, Publishing Team Amplifi FHM magazines Nuts Zoo
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Back in 2005, FHM, Zoo and Nuts had the combined circulation of 1.1 million and were flying off the shelves.

However, recent years has seen the cultural shift of men with the uprising of the metrosexual male. The male audience is less interested in pursuing the ‘lad’ image and is far more interested in diet & fitness, entertainment, clothes and grooming.

Titles such as Zoo & Nuts were not able to accommodate this shift in culture, which eventually was a contributing factor to their demise.

The introduction of Shortlist into the free magazine market in 2007 catered much more to this audience, delivering the majority of their content around fashion and modern male lifestyles.

The circulation of Shortlist has reached impressive heights of 500,000 per issue over the past year and printed its 400th edition in November, showing there is still an appetite for the male market to consume printed content.

The introduction of Coach, a free weekly fitness/lifestyle title, and the shift in content and model of NME further shows this. There are plenty of male magazine readers out there – they just don’t necessarily want what FMH, Zoo and Nuts were offering.

The closure of both FHM & Zoo once again proves that publishers need to be willing to change and adapt to their audience’s habits and cultural shifts.

Not only this, but also that the modern day man is more interested in reading about the latest age-refining moisturiser and carb free diet than ever before!

Ross Coombes Ross Coombes Manager, Publishing Team Amplifi FHM magazines Nuts Zoo
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