FHM's Print Edition Ceased in Many Countries by Mid-2010s
Declining print sales led to the cessation of the magazine's print version in many markets, with digital editions or websites continuing only. Although the magazine began as a men's lifestyle publication, it is now primarily known for its coverage of women, sex, sexuality, erotica, dating, and relationships. In September 1985, EMAP Metro launched FHM from London as a lads' magazines to rival IPC Media's Loaded, which had been released earlier that year. The name was an acronym for "For Him Magazine," although it has since become simply a word in itself. By 1994, FHM had surpassed Loaded's circulation and was named the best-selling men's monthly consumer magazine in the United Kingdom. It became well-known for its bikini car calendars and sexy celebrity pictorials. It also included features on gadgets, entertainment, cars, comedy, music, movies, fitness, food, drink, fashion, and other topics. By 2006, FHM had expanded globally, becoming one of the most widely read men's magazines worldwide. Its target audience was males aged between 18 and 30 years old. But declining advertising revenue and falling readership led to the closure of many international editions. Most countries saw their final printed issue in 2010-2011.
Following its launch in Britain, Australia, New Zealand, Italy, France, Belgium, South Africa, Germany, Singapore, Malaysia, Indonesia, India, Philippines, and Thailand were among the first markets to produce localized versions of FHM. After achieving significant success abroad, the magazine began to expand further into Latin America, Eastern Europe, Africa, Middle East, and Asia Pacific regions.
By mid-decade sales dropped due to changing media consumption habits with internet usage growing while print subscriptions decreased. In addition to this factor, social stigmas toward male objectification contributed to a decrease in interest. Thus, some editions ceased publication after reaching certain milestones or ceasing altogether. Despite these setbacks, the online version remained active until June 2015 when it too shut down.
FHM's print edition was discontinued in many countries during the mid-2010s due to declining sales caused primarily by changing consumer behavior towards digital content and shifting societal attitudes regarding sexuality. While some digital publications remain active today, they no longer carry on the same legacy as the original print magazine did for over three decades before its demise.