Emap is concerned by the impact of the weeklies on its flagship title, one of the publisher's biggest profit earners. In attempting to curb lost sales - one in five readers have deserted the title so far this year - Emap believes FHM has become too similar to the weeklies in tone and content, weakening its £3.50 premium price proposition. The weeklies sell for £1.30.
From the October issue, on sale 31 August, FHM will relaunch exactly two years after its last makeover, which was also driven by sales losses to the weeklies.
The new look will include classier cover-shoots, in terms of celebrity subjects and design, with the aim of appealing to older, more aspirational, men than the weeklies. FHM.com will also relaunch next month.
The move comes at a time when politicians are calling for some men's titles to be moved onto retailers' top shelves and echoes SMD Publishing's decision earlier this month to tone down the content of its racy lad's monthly, Front.
From the October issue, on sale 31 August, FHM will relaunch exactly two years after its last makeover, which was also driven by sales losses to the weeklies.
The new look will include classier cover-shoots, in terms of celebrity subjects and design, with the aim of appealing to older, more aspirational, men than the weeklies. FHM.com will also relaunch next month.
The move comes at a time when politicians are calling for some men's titles to be moved onto retailers' top shelves and echoes SMD Publishing's decision earlier this month to tone down the content of its racy lad's monthly, Front.
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