DIARY: FHM launches the wrong stuff on Manhattan publicist

With the success of British men’s magazines Maxim and Stuff in the US, it will obviously be difficult for newcomers to break into the market.

With the success of British men’s magazines Maxim and Stuff in the US, it will obviously be difficult for newcomers to break into the market.

With the success of British men’s magazines Maxim and Stuff in the

US, it will obviously be difficult for newcomers to break into the

market.



But that didn’t stop British glossy FHM from trying.



When FHM hit the US racks on Valentine’s Day, it took drastic measures

to get noticed. Namely, it armed six scantily clad models with apple

pies (to show how American FHM could be) and unleashed ’em on

Manhattan.



The comely crew showed up uninvited at Howard Stern’s radio show, Regis

and Kathie Lee, CNN, MTV and even the Paul Wilmer Agency. The only

notable gaffe (aside from a midtown fender-bender involving a lonely

taxi driver) was when the girls were dispatched to one of the premier

entertainment PR houses in town.



They had an exact target in mind: a man who represents an A-list actress

whom FHM is trying to woo onto the cover of the mag. Naturally, the pro

would swoon at the sight of this special Valentine’s Day gift, then hand

over the actress for a photo shoot, right? Not exactly. Turns out they

were barking up the wrong tree.



Said the pro’s long-time live-in boyfriend: ’They probably would have

done better to send over a few James Van Der Beek look-alikes wearing

the same outfits. But I can’t say that I’m disappointed that they opted

to go with the bimbos over the him-bos.’



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