In a silent mic drop made a few hours ago, men’s magazine FHM announced that it will fold soon.
A short blog post mentions the sudden yet informed decision. “Unfortunately it’s true and it has been announced today the intention to suspend publication of FHM,” it says. “It’s been an absolute joy producing the magazine over the years. Thank you for all your support, we will keep you updated with developments over the week. Thanks once again.”
While a steady decline in sales is most likely the reason behind the publication’s closure from a business perspective, the magazine—and perhaps, other men’s interest titles—is also facing the challenges of the changing consumption habits of readers. Since porn and other titillating material have been made available with a few clicks online, FHM and its like-minded competitors have been long in danger.
“Where both FHM and Zoo (Both titles published under Bauer are folding soon.—ed.) thrived in harnessing the power of reader relationships, it got a bit harder for both when the same readers hit their mid-thirties and needed replacing by a newer, more media-savvy consumer,” writes Carl Anka for The Independent, once a regular contributor to both titles.
But the most glaring difference is the overall attitude toward sex. Perhaps, men’s, and our views of it are now more enlightened. We might just be past this enamored, curious phase with sex, that even nude pin-ups are lost in the name of gender equality. Look at Playboy, and its future lack of full nude pages.
Nonetheless, whether or not FHM seeks to resurrect itself in one form or another, we just have to wait and see.
[FHM]
Photo courtesy of Collections
