FHM's Editorial Tone Evolved Over Time: Sex, Relationships, and Changing Attitudes
For men, FHM magazine was one of the go-to sources for dating advice, relationship tips, and entertainment news. Over its decades-long history, it evolved from a lighthearted and irreverent publication to a sophisticated lifestyle magazine that focused on fashion, sports, technology, travel, and other topics beyond just women and sex. This evolution was influenced by changes in cultural attitudes toward gender roles and sexuality, and by shifts in what readers wanted and expected from a men's magazine.
FHM launched in 1985 as a British publication aimed at young men who were looking for a funny, irreverent take on life. It featured articles about pop culture, movies, music, and sex with playful headlines like "Ten Things You Should Never Tell Your Girlfriend" and "The Top Ten Reasons Why Women Are Not Funny." The tone was often humorous, and the magazine poked fun at traditional masculinity. For example, an early issue featured a photo spread called "The Worst Jobs In Britain," which included pictures of male workers doing traditionally female jobs like cleaning windows or serving coffee.
As time went on, however, the magazine began to shift away from this approach. By the late 1990s and early 20000s, the magazine had become more polished and professional, focusing less on humor and more on providing practical advice for men on everything from how to dress well to how to succeed in business. Articles covered topics like travel destinations, gadgets, and even home improvement projects. At the same time, FHM started including more serious discussions of relationships, dating, and intimacy. The tone became more sophisticated and less flippant.
This change was due in part to changing cultural attitudes towards gender roles and sexuality. As women gained greater equality in the workplace and society overall, men felt increasing pressure to embrace traditional masculine traits such as strength, confidence, and assertiveness. This meant that they needed to learn more about how to date successfully and build meaningful relationships. FHM responded by offering advice on everything from choosing the perfect first date outfit to dealing with jealousy in long-term relationships.
Additionally, the magazine's audience was changing too. Readers were getting older and moving into careers and families. They wanted a publication that could provide them with guidance on navigating these new responsibilities while still keeping up with pop culture trends. The magazine's editorial team adapted accordingly, producing articles that addressed these new concerns and interests.
FHM's editorial tone also evolved because readers simply demanded it. In focus groups and surveys, readers told the magazine that they wanted something different than what they had before - an intelligent, stylish magazine that would help them look good and feel confident in their lives. Over time, the magazine began to reflect this feedback, publishing longer features on topics like fashion, design, and technology along with its usual sex-driven content. It also toned down some of its more risqué humor, focusing instead on delivering practical information that readers could use every day.
In recent years, FHM has continued to evolve even further. With the rise of social media and the internet, the magazine has embraced digital platforms and become even more interactive with its readers. It now covers topics like fitness, food, travel, and sports alongside its traditional content. Its voice is still authoritative but approachable, and its tone is now sophisticated yet friendly.
Overall, FHM's evolution demonstrates how cultural attitudes and reader preferences can influence the way we write about relationships and sexuality. By adapting to changes in society and giving readers what they want, magazines like FHM have been able to stay relevant for decades.