FHM is a high quality entertainment magazine for men who are successful and in their 20s. It’s a men's magazine not a lads magazine and focuses on lifestyle upgrades, features and of course girls, which are still key to the FHM brand.
Who are your competitors and what makes you different?
We are outselling some of our combined competitors, but we are also looking to attract readers from other lifestyle magazines and men's health focused magazines. FHM offers a distinctive alternative rounded package which is aspirational yet accessible, intelligent yet funny, as well as sexy. Over the last year we have had to re-tune and get our mix of content right for our audience who expect more from men's magazines. Not every successful man wants a yacht.
You have recently launched a new-look site. Why the upgrade?
Software is a living thing and updates will always be needed to provide a great experience to our readers. FHM online is slightly more focused on ongoing news and entertainment stories. Since I became editor we have integrated the magazine and online team into one content team that writes for the magazine, site and our twitter profile. This has helped the magazine and online site compliment each other.
What makes a good story for you?
It must be topical as FHM is a monthly magazine, so if PROs are looking to place their clients and generate coverage they have to be pitching ideas a couple of months in advance. A cool news hook, potential for video content and a quirky seasonal angle tends to work well. But most successful stories we run include an event, a girl and some topical context.
Of which story are you most proud?
It was great to get Kelly Brook on our cover recently especially as we shot here with three live lions to coincide with the World Cup. In a year of change it was a defining point in re-inventing our front covers to be sexy yet intelligent as well as witty and fun. Other new areas include the editor's challenge where two writers are given a task to complete, for example to become famous in two weeks.
What tips can you give PROs to get coverage?
Have a copy of our latest issue or website open when pitching us and know the magazine inside out. We have simplified the sections to three, so there are no excuses for not knowing what we cover. When it comes to features, try to involve us in your creative ideas process as we are happy to run through ideas with PROs for what will work and won't work before you come to us with a campaign that doesn't get any coverage. Do follow-up with us by phone as we are all happy chat through ideas.
What are your PR pet peeves?
PROs that don't know the section names and what we cover. We have had pitches for sections that haven't been in the magazine for two years, it makes you, your agency and your client look fairly amateur. Also it is important to delete other people's details from emails as this also looks lazy.
What are your personal media must-haves?
I rely on my iPhone for news as well as my team who are great at feeding me things that I may have missed or are a bit obscure. The Huffington Post is also another great news source for things which don't get mainstream media attention. A good book is essential as a way of relaxing when commenting to and from work.
Circulation - 231,000
Contacts - firstname.lastname@example.org