MEDIA PACK 2014 THE MAGAZINE FHM is the biggest and best mainstream Men’s lifestyle title in the UK, delivering an otherwise hard to reach audience of modern twenty-something men. FHM’s editorial continues to evolve to meet the needs of young men but continues to cover its core brand values: funny, sexy, useful and daring. All of this echoes the proud mantra “It’s Great To Be A Man”, which resonates across all FHM content, across all FHM platforms. Online FACEBOOK LIKES 2,300,000 TWITTER followers 120,000 Brand ValueS FUNNY SEXY USEFUL DARING Print Frequency Monthly Circulation 96,452 Readership 881,000 Male 85% Female 15% Average reader age 15-24 - 33% 25-34 - 30% 35-44 - 22% 45-54 - 10% ABC: Jan to Jun 2013 “It’s Great To Be A Man” FHM.com In Figures 2.5m unique users 10M page impressions 40,000,000 video plays 18,000 subscribers FHM.com is the market-leading website for mainstream men in the UK. It’s unique combination of brilliant content and hourly fresh updates make it highly attractive to advertisers across a wide spectrum of categories, from film to gaming, fashion to cosmetics. FHM.com and its staff are regularly shortlisted for prominent industry awards, making it a website in strong demand as clients want to work and partner with the best in the business FHM.com has the most flexible and high impact digital real estate available to advertisers. Seamless integration with hugely successful social media channels and the ability to collaborate on branded content partnerships are all part of the winning formula, making FHM.com the go-to male lifestyle website. The Editors Vision. At FHM, our mantra is “It’s great to be a man”. It’s about celebrating who you are right now, while simultaneously embracing the chance to better yourself. FHM is a brand that at its heart has a keen sense of adventure and fun. It’s cool, but not too cool. FHM is a type of wingman for its reader, someone for them to rely on for expert advice and tips on multiple subjects, from what to wear to what car to buy. FHM offer the perfect means to reach a group of highly desirable male consumers, creating exciting and relevant content that has strong talkability and speaks to them in their language. Our impressive and growing social media channels are testament to our efforts to evolve FHM in to a 360 lifestyle media brand rather than just a printed magazine. We simply seek to connect, inspire and converse with our audience wherever and whenever they want to. Joe Barnes, Editor GENTROSEXUAL FHM started with a theory: the “90’s man”, the metrosexual and the “new man”…none of them resembled who we saw on the high street, reading our mag, sitting in our office or looking back at us in the mirror. So we came up with someone new, backed it up with a spot of research and called him the Gentrosexual. You can see the Gentrosexual in what he wears, from the “working man” style jackets, to the tidy shirts lined up in Topman, to our neater haircuts (see Jack Wilshere or Ryan Gosling). He has a spirit of adventure, whether this be mountain biking, chopping wood or baking bread. He values his relationships: girlfriends, family best mates and pets…and he’s not afraid to say it. Manners, marriage, honour, integrity. They all matter to this thoroughly progressive modern man. The Gentrosexual – the altogether more decent 21st century bloke. Fashion Stats Av. Annual spend on footwear £167 COLLECTIONS Av. annual spend on trainers £96 TOTAL AMOUNT SPENT ON MENSWEAR £120 million Av. Annual spend on jeans £58.69 701,000 FHM readers bought jeans in the last 12 months Levi’s, Diesel, G-Star, Lee, Next & Wrangler are most bought denim brands for FHM readers FHM readers are 63% more likely than national average to shop in department stores FHM Collections is the bi-annual fashion supplement brought to you by the UK’s biggest and best mainstream lifestyle male brand. Our fashion editorial is second to none and unique within the men’s market, making the Spring/Summer and Autumn/Winter specials an unmissable opportunity both editorially and commercially. FHM Collections showcases wearable everyday items, distinct investment pieces and valuable advice, all presented in unmistakable and inimitable FHM house design. We feature everything from highstreet staples to the hippest underground fashion houses, using big-name photographers and new creative talent, expertly crafting them into an exciting and contemporary package. Rather than telling readers what to wear, we give them the knowledge and confidence to make their own decisions. From filtering the latest fashion trends to solving style conundrums, FHM Collections has got it covered. FHM 100 SEXIEST FHM 100 Sexiest Women in the World is our biggest sub-brand and over 20 years has grown to become an internationally famous media franchise within its own right. Over the last 3 years, FHM have worked in partnership with VO5 Extreme Style to create a fully rounded, truly cross-platform campaign for 100 Sexiest The partnership ran annual across print, TV, online, radio, retail and social media platforms, culminating in the FHM 100 Sexiest Party in May each year. Activity centered on encouraging people to vote for the world’s sexiest women on FHM.com and entering a competition to win a date to the campaign finale party via FHM’s Facebook page. KNOW ORE M ion 25 mill £ r e v O f PR worth oated! gener The 2013 campaign built on a successful framework built through close collaboration with VO5, delivering significant new innovations, including: dedicated social media management, bespoke viral video, extra competition prizes, shareable Facebook elements, inclusive editorial articles, iPad integration, product sampling and giant posters of the top ranked British talent. In 2013 the campaign delivered it’s best ever results, delivering the biggest and best ever 100 Sexiest promotion. Over £25 million worth of PR was generated, over 15 million extra page impressions delivered y-o-y and social media traffic increased across all channels. THE FEEDBACK “The 2013 partnership with FHM for the ‘100 Sexiest women in the World’ was our undoubtedly best yet. The co-created content between VO5 Extreme Style and FHM allowed us to engage with our guys and launch our new men’s shampoos on a credible platform across a multitude of mediums. Coupled with some great viral activity on YouTube and the PR from the party of the year, the partnership has been a great success.” “This year’s FHM 100 Sexiest Women in the World Campaign is the most successful in its 19 year history. There were significant increases in all key measures for FHM and VO5 Extreme Style; including volume, OTS, AVE and PR Value. The PR value was dramatically increased with a third year-on-year increase to £25,090,032, signifying the partnership continues to grow and reach bigger and wider audiences”. Joe Assheton, VO5 Assistant Brand Manager Jess Blake, Head of Communications Bauer Media FHM Grooming In Numbers FHM readers use aftershave on average 19.6 GROOMING AWARDS times per months vs. national average of 17.7 Grooming Grooming 01 SMELL GOOD FOR SPRING 02 With mating season in full swing, get the edge on your rutting love rivals with a scent to woo any lady 03 HOW TO SURVIVE ANY FESTIVAL ’Tis the season of mud baths and moshing. Ensure you look (and smell) the part with these tent essentials HOW TO BANISH… 01 Sleeping bag barnet 02 Sick in your hair When you’re sharing a two-man tent with six people, don’t try to fight bed-hair – embrace it. VO5’s easy-to-use putty stays in all day and provides non-greasy, non-fuss hair. VO5 Rough It Up Putty, £3.89, Boots You remember downing that 15th shot. You remember doing a handstand. But you can’t recall how that vom got in your mane. Worry not – it’s time us men got wise to girls’ saviour, dry shampoo. Schwarzkopf Osis+ Refresh Dust, £12.15, hairsupermarket.com 03 Boozy breath No matter how good your dental hygiene, there’s not a man alive who can survive three straight days of cider and kebabs without developing a case of dog breath. Stay fresh with this super-strong mouthwash. Listerine Mouthwash, £2.19, Superdrug 04 Sweaty-dance pants Gyrated yourself into a clammy lather? Keep the grime in the dance tent and away from your face (and balls) with these spacesaving wipes, which can double as loo roll. Carex Hands, Face & Body Wipes, £1, Superdrug 05 Tent stench Nothing stinks worse than you after a night in a sweaty sleeping bag. Freshen up with L’Oréal’s top deodorant, which holds an impressive four days’ worth of cover in one spray. L’Oréal Men Expert 96-H Deodorant, £1.56, Superdrug 04 reader votes in Grooming Awards 02 03 FHM LOVES Tested on hot FHM Girlfriend Lois 05 01 05 06 Over 3x more likely than the national average to use hair styling products £103.20 Average amount spent by FHM readers on toiletries / skincare per year (vs. National av. of £87.36, Men’s Health: £103.08, Esquire: £90.48) 1 Versace Oud Noir 2 Davidoff The Game 3 Fendi Fan Di Fendi 4 Givenchy Gentleman Only 5 Gucci Guilty Black 6 Armani Eau De Nuit For the type of man who has several leatherbound books in his Paris studio. And one of those cats without any fur. Lois says: “Woooh – this is really spicy, it smells like cinnamon. I think it’s a tad too overwhelming. It’s definitely not something you could wear every day.” £105, harrods.com Ideal for the guy who’s up for rocking some of this summer’s edgier trends, such as floral shirts and tie-dye. Lois says: “I like this. It smells like apples and limes. I think someone outgoing would wear this. It definitely has that springtime feel.” £48, boots.com Channel your inner bumpinching, scooter-riding self with the aid of luxury Italian fashion house Fendi. Tight white jeans optional (we think). Lois says: “This smells a bit like grass – very neutral, like something a guy would use as an everyday fragrance he puts on after a gym session.” £56, harrods.com Pair this up with a dapper suit, a well-groomed barnet and impeccable manners. A classy new scent from the superposh French brand. Lois says: “This smells really clean and fresh, as if you’ve just got out the shower. It’s has a bit of an older, mature smell that reminds me of my dad.” £58, johnlewis.com The Ryan Gosling of colognes. Refined but with an edge, this is the ideal accompaniment to elevate your jeans-andstubbled-chin look. Lois Says: “I really like this! It smells like sex! This is a 10 out of 10 for me – I would make the guy who wears this my boyfriend.” £61, selfridges.com This spicy musk is a date-night winner – watch her swoon under the heady influence of your bergamot-andcedar aroma. Lois says: “Ooh – this is quite feminine, I would have thought this was a girl’s perfume. It’s not that manly, but still smells good.” £49, houseoffraser.co.uk 116 MAY 2013 04 108 AUGUST 2013 Grooming is an important styling area for FHM and with the UK market in this specific area worth over £ billion per annum, we give it the attention it fully deserves. With more choice of products and more grooming regimes out there, FHM advises our readers on everything they need to know. From the perfect summer trim to the essential kit for the gymbag, from smelling great for that crucial second date to knowing when that beard has gone too far, FHM Grooming is the indispensable guide to aid men in making the best of their looks. Every Autumn FHM asks its readers to vote on the grooming products they can’t live without. The FHM Grooming Awards results are published in the December issue but all of the winners are invited to an exclusive FHM event to celebrate their award. The value of the Grooming Awards is found in many of the winners choosing to use our exclusive award winner logo in their marketing campaigns, knowing this endorsement will help them generate incremental sales. CASE STUDY JAGERMEISTER The Aim Jagermeister came to FHM in 2013 wanting to create a campaign around stories run deep through great friendships. They wished to move away from negative brand perceptions and launch new activity centred around the theme of “Give It A Shot”. The Solution To celebrate a spirit of adventure, FHM and Jagermeister embarked on a life-changing road trip. We recruited three friends - a photographer, a videographer and a writer – and challenged them to go on a series of inspirational experiences and take a shot on the journey of a lifetime. Activity ran across print integrated editorial pieces, regular web stories and social media updates (Facebook, Twitter and Instagram), all aimed at driving conversation with a new exciting innovation of short-form video added on top to give this an immersive appeal to readers CASE STUDY JAGERMEISTER The Result A cross-channel, unique editorial collaboration between FHM and Jagermeister produced engaging and aspirational content. That delivered for both the client and for FHM - a true win-win scenario! “The FHM x Jagermeister Road Trip was a huge success, and I believe a groundbreaking editorial project. It stemmed from two like-minded brands coming together to co-fund and co-create genuinely engaging lifestyle content across multiple channels. Working with Jagermeister enabled the FHM team and our road trippers to be more ambitious, to travel further, build a bigger story and create richer content. ” Joe Barnes – FHM Editor “The FHM partnership gave us the ability to immerse the brand within the content of the brand and provided a seamless link between our campaign message and FHM’s editorial style. Access to the editorial team was a refreshing approach to the brief which ensured we were able to achieve unique content outside of the usual commercial parameters usually offered by media owners and was reflected in strong results on and offline”. Dan Chisnall – Account Director, AMS (ad agency for Jagermeister) Advertising specs Ad Schedule Cover Date On Sale FEB 2014 MARCH 2014 APRIL 2014 MAY 2014 JUNE 2014 JULY 2014 AUGUST 2014 SEPTEMBER 2014 OCTOBER 2014 NOVEMBER 2014 DECEMBER 2014 JAN 2015 9th January 2014 6th February 2014 6th March 2014 3rd April 2014 1st May 2014 5th June 2014 3rd July 2014 7th August 2014 4th September 2014 2nd October 2014 6th November 2014 4th December 2014 Copy Deadline 4th December 2013 10th January 2014 55th February 2014 7th March 2014 31st March 2014 8th May 2014 6th June 2014 11th July 2014 5th August 2014 5th September 2014 10th October 2014 5th November 2014 Ad Specs HALF PAGE VERTICAL Half page horizontal Trim 285 x 103 Trim 142 x 210 Bleed 291 x 216 Bleed 291 x 109 Bleed 148 x 216 Type 265 x 190 Type 265 x 93 Type 136 x 190 Full PAGE Trim 285 x 210 Advertising rates DISPLAY Full page £6,500 DPS £12,350 half page £3,575 4 PAGE GATEFOLD £32,110 dps fh £16,104 dps ROP £14,640 advertorials full page £8,450 + production dps £16,055 + PRODUCTION INSERTS Bound-in tip-on loose insert £45 CPM + display £45 CPM + display £45 per ’000 FHM CONTACTS Sales director Clare Chamberlain Creative solutions managerS Rick Williams Associate Media Director 0207 295 5483 0207 208 3557 Group Brand Director Stefanie Daniels 0207 295 8591 0207 295 8505 FASHION & STYLE MANAGER Digital Project Manager 0207 295 6719 0207 295 5576 Regional advertising Matt Warne Rob Walsh Lily Richardson SENIOR Trading Exec 0207 295 8589 Luke Bennett Dan King Kate Barker Katherine Brown 0207 208 3571 Games Manager LOOSE INSERTS Keith Hillman 0207 208 3702 Film Manager Liz Harriott 0207 295 8560 Media Planner Caroline Offord 0207 295 5021 0161 868 3218 Lauren Bamber 0161 868 3212 Classified Karen Gardiner 01733 468288 PRODUCTION John Morecraft 0207 2418241
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