Bauer Xcel Media Relaunches FHM Online
NEW YORK, October 18, 2016
Bauer Media Group’s digital business – Bauer Xcel Media – today announced that the company is relaunching the popular magazine brand FHM online. FHM originally started in print 1985 in the UK as “For Him Magazine” featuring men’s lifestyle content. The magazine had been in circulation in nearly 30 countries before the decision was made to phase out the print magazine in 2015. Bauer Xcel Media is now relaunching the brand online for an increasingly digitally minded generation of young men around the globe.
In the US, it has been ten years since the print edition of FHM was on newsstands, yet the brand still has a large passionate fan base. In fact, a large percentage of the UK website traffic came from US consumers when the original website closed last year. The new digital-only version of the brand will focus on timely content and features for the “real man,” as a refreshingly accessible alternative to more aspirational men’s magazine brands available today.
FHM will follow the same successful content strategy as other Bauer Xcel Media brands, mixing original editorial features combined with aggregated content from the best of the web that embraces mobile and social engagement. In addition to the website, FHM will have a distributed presence across key channels including more than 5 million existing fans on Facebook. Bauer Xcel Media US has some of the most successful magazine brands on social media including J-14, the largest teen magazine brand on Facebook.
Allison Mezzafonte, SVP Operations at Bauer Xcel Media US said: “FHM is a brand that understands real guys. We’ve created a friendly and engaging environment that focuses on the issues that guys care about today such as love, health, sex, sports and entertainment with a filter of honesty and humor. On any given day, a reader might find advice about the five emojis to never send to a woman, highlights of last night’s football game, or an inspiring story of an every day hero – mixing entertainment with information in an approachable way.”
Christian Baesler, President of Bauer Xcel Media’s US operations said: “Bauer Xcel Media has a proven formula for launching and growing magazine brands online, which we plan to apply to FHM. The online magazine will appeal to a new, younger audience as well as fans of the original print version, increasing the brand’s fan base. As more consumers embrace digital, mobile and social content, we are confident that our flexible, data-driven and distributed approach will be a great success.”