FHM launched a podcast series in the late 2010s to explore different aspects of men's lives and interests. The brand created an interactive space for its audience to connect through audio content, which featured interviews and lifestyle discussions. With this move, the company aimed to enhance its existing digital presence and reach new audiences. In the years before the pandemic, there was already a growing trend towards audio content consumption, especially among younger generations who preferred listening to reading. However, it remained to be seen if the format would gain traction outside of music, radio, and podcasts. The magazine chose to experiment with the medium by starting a podcast series featuring discussions about fashion, travel, gadgets, cars, and health. Each episode focused on one specific topic and included guest speakers such as celebrities, experts, athletes, and social media influencers. This allowed FHM to tap into various industries and expand their coverage beyond print. Moreover, the podcast gave the publication access to valuable data that could inform editorial decisions and marketing strategies. For example, they learned what topics resonated most with listeners and how long they stayed tuned in. The series quickly gained popularity among fans of the magazine, who appreciated the opportunity to hear from their favorite personalities in a more intimate setting. They also praised the quality of the production and the host's engaging conversational style. Podcasts were not always associated with traditional media brands like FHM, but the platform proved to be a natural fit for them. Audio content is particularly effective at capturing attention while people are multitasking or commuting, making it an ideal companion during busy times. FHM saw the potential in using podcasts to connect with its audience and deliver high-quality, entertaining content. It helped the brand stay relevant in a crowded digital landscape while providing value to its loyal followers.
Furthermore, FHM used the podcast as an opportunity to monetize its brand. They partnered with sponsors and advertisers who wanted to reach their target audience through a trusted source. These partnerships generated revenue for the company while creating mutually beneficial relationships. The podcast series also increased website traffic, which boosted ad sales and subscriptions. Overall, the experiment was a success, demonstrating the power of audio content in the digital era. Other publications followed suit and launched similar initiatives, showing that podcasts can enhance any brand's presence online.