Yesterday, Emap saw no challenge to its UK men's market crown as it reported a year-on-year ABC up 3.4% to 600,568, although it stumbled slightly falling 3.2% in the last six months from its December circulation high of 620,226.
The £500,000 TV ad campaign aims to strengthen FHM's stranglehold on the UK men's magazine market, where its sales are already bigger than the combined total of the number two and three titles. Loaded yesterday saw sales fall by 15.2% year on year to 261,937.
The TV campaign, created by NMI, is setting out to find the 100 sexiest undiscovered women, one of whom will be turned into a magazine cover star. It is the second year that FHM has run the competition, which ran successfully last year.
The creative plays on the reactions that a true "High Street Honey" receives in everyday situations. In one spot, a "honey" is working at a supermarket checkout, which has attracted a huge queue while all the other checkouts are empty.
In another, a girl is working in a chip shop, which is full of gob-smacked young men.
The TV advertising campaign will be supported by an online campaign on , recently voted the PPA website of the year. The ads were written by Nathan Church and Alex Hinge at NMI and were directed by Toby Tremlett through Serious Pictures.
Media planning and buying for the campaign is through OMD.
James Carter, publishing director of FHM, said: "FHM continues to drive the men's magazine market. Ever since Emap bought the title, FHM has been the best-marketed men's magazine, developing unique promotions that have delivered record breaking sales not just for the category but also for the industry."
He added: "FHM was the first men's magazine to use TV to build its brand and now it is the first men's magazine to use TV advertising to build its major promotions. The campaign is just another example of how FHM remains committed to dominating this market and to being the most powerful medium targeting UK men today."
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