2 minutes with: Dominic Smith Managing editor, FHM

How has your focus changed? The market has obviously changed with the introduction of the weeklies, which produce fast-moving men’s magazines. There are two ways to adjust and compete with them – either on their terms or our own. We’ve embraced our monthliness and want to make FHM an essential guide to the month.

How can PROs help?

Men’s magazines are becoming just about entertainment, but we want to make FHM more relevant and useful as well. There is a tremendous opportunity for PROs to feed in events and products that maybe before would not have got space in the magazine.

What new features will excite PROs?

We’ve introduced a monthly wall chart that tracks the big events and CD and DVD releases with features like Boozewatch, where you can track your alcohol consumption. Secondly, we’ve introduced the Essentials section, which this month has 374 ways to get the most out of the month, including the best download sites, festivals and five best new ice creams.

How is FHM different from all the other lads’ mags?

The other monthlies are just birds-and-booze mags. Our research shows that while our cover stars are still important, readers value our rounded package. The reason they keep coming back for more is breadth of content.

You’re not ditching the girls though?

Guys’ core interests have always stayed pretty much the same, whether it’s sport, sex or new gadgets and we will continue to follow these areas, but with a bit more depth.

How will you do this?

We’ve introduced more proper journalistic reads. For example, we’re doing a feature on the best friend of the two killers at Columbine who was spared. FHM is the first magazine he has spoken to. We’ll be doing more of these longer reads.

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