Emap Elan has axed FHM Bionic, with the loss of 11 jobs only three
months after its frequency increased from biannual to monthly.
The health and fitness FHM brand extension was relaunched under ex-Men's
Health editor Phil Hilton in August as a monthly magazine, with a
dedicated sales team headed by former men's group account manager, Tina
Ramsay.
It has since published only three issues and sales are believed to have
dwindled to 45,000 - less than half it sold as a biannual. The decision
to close the title is thought to have been taken in the knowledge that a
poor debut ABC result, due out in February, would have further impaired
ad sales efforts.
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