British Publisher to Launch U.S. Men's Fashion Magazine

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Men's lifestyle magazine FHM plans to launch a new consumer publication, FHM Collections, in March, FHM announced last week. The semiannual magazine will focus on upscale men's fashion and personal grooming, according to Emap PLC, the U.K.-based publisher of both titles.


The U.S. version of FHM, a popular British men's magazine, launched in March and is projected to reach a circulation rate base of 750,000 by January. Editorially, FHM rivals Maxim and Details and covers entertainment, careers, health, sex, technology, light fashion and other general interest topics.


FHM Collections was created as a pure fashion magazine for men and will focus on clothing, accessories, watches, grooming products and fragrances. The intended audience is "young, affluent men with the income and inclination" to spend on fashion items. FHM Collections is forecast to have a start-up rate base of 100,000 and an additional newsstand circulation of 50,000.


Dana Fields, FHM executive publisher, said FHM Collections' circulation will consist of existing FHM subscribers who fit the demographic profile it has established. The target readers are those with an average household income of more than $75,000 annually and who reside in what FHM is calling "A" county ZIP codes, or more desirable neighborhoods. Fields said she thought this market, at least in the United States, is underserved.


"Every European country has a menswear magazine," Fields said. "But there is a gaping hole in the U.S. marketplace right now for the affluent and upscale portion that wants 100 percent menswear and style trends."


The magazine will highlight spring/summer and fall/winter fashions in the respective issues. Fields said each issue would guarantee at least 100 editorial pages.


To help launch the publication, FHM will conduct a mailing to high-end fashion retailers nationwide and will host a three-city media tour. In Los Angeles, San Francisco and New York, an FHM fashion editor will participate in private shopping nights, consulting consumers and readers on fashion trends.


FHM publisher Emap PLC debuted the British version of FHM Collections in 1998 and quickly grew its circulation to 100,000.
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