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Nial Ferguson, the group marketing manager for FHM, has already begun

discussions with agencies regarding a TV drive, planned for early

summer.

It is not clear whether a formal pitch will be called. An appointment

could be made on the basis of credentials presentations.

FHM, which dominates the UK men's sector, has placed limited emphasis on above-the-line advertising since 1998. However, a contraction in the

sector over recent years has triggered a change in strategy. The

magazine's circulation dropped 20 per cent year on year to 570,719 in

the ABC figures released last month, although its newsstand sale still

exceeds the combined totals of its nearest two rivals.

IPC's Loaded, with a circulation of 308,711, used strong promotional

activity during the last year. Maxim, the third placed title, is

planning a move away from the lads' market.

FHM's last TV advertising, through Bartle Bogle Hegarty, used the idea

of an "FHM Warning", which was issued to men who failed to measure up to the magazine's standards of male behaviour. NMI has handled the FHM account on a project basis in recent years.

Separately, FHM this week signed a £1 million cross-media deal

with Fosters Lager which sees the Scottish Courage brand sponsor the

magazine's annual 100 sexiest women issue and leverage its Formula One sponsorship through a magazine feature, The Fosters' Pit Girls. The

deal, which was negotiated by MediaVest, will involve "sexiest women"

ballot boxes being placed in Scottish Courage pubs.

"This is an excellent example of cross media at its most effective,"

Emap Cross Media Solutions' group account director, Mark Field, said.