ABC figures for the first half of 2004, due out in August, are expected to reveal circulation declines of about 10% for FHM and its main rivals Loaded and Maxim. Readers have defected to cheaper weekly titles, which have been supported by significant ad activity. Pressure is expected to intensify when H Bauer launches a weekly title, Cut, next month.
The redesigned FHM will be unveiled with the September issue, out on 1 August, and will carry a fresh logo which is to dominate the cover.
Content has been expanded to improve the magazine's usefulness, including a monthly wall planner, which doubles as a giant 'babe' poster, and the FHM Book of Lists, containing 'must-do' activities for the month ahead.
A TV campaign, created by NMI and based on FHM's 'High Street Honeys' promotion, will support the relaunch.
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