Female-oriented magazines like Cosmopolitan and Glamour have been popular for many years, but men's lifestyle magazines have recently gained popularity. For example, Men's Health has experienced significant growth during this time while Maxim Magazine struggled to remain relevant. Another men's magazine that struggled is FHM. Originally published in the United Kingdom in 1985, FHM stood out from its competitors due to its coverage of pop culture, music, celebrities, sports, and automobiles. However, the magazine began declining in print sales around the same time the internet became more widely accessible to consumers. The rise of digital media changed consumer behavior, which impacted FHM's circulation and revenue.
The Rise of Digital Media and Its Impact on Print Sales
In the early 20000s, social media platforms such as Facebook and Twitter exploded onto the scene. Consumers suddenly had access to instantaneous news and information. Additionally, bloggers started publishing articles online instead of traditional print publications. These new forms of media allowed people to share their opinions and thoughts instantly, leading to a decrease in demand for traditional print publications. FHM was no exception; its readership decreased significantly when the internet became mainstream.
Many readers preferred accessing free online content rather than paying for a subscription or purchasing individual issues at the store. This led to a decrease in advertising revenue, which caused several major magazines to shut down entirely. FHM reduced its print publication frequency from monthly to bi-monthly, then quarterly, before ceasing publication altogether in 2016.
Changing Consumer Behavior
With the rise of digital media came an increased focus on visual content over textual content. People wanted photos and videos instead of long articles. They also wanted real-time updates on current events rather than waiting for a printed magazine to be published every month. This change in consumer behavior affected both male and female lifestyle magazines. For example, Cosmopolitan Magazine cut back on the number of pages dedicated to fashion articles due to declining interest in clothing and accessories among younger consumers. Similarly, Maxim Magazine tried to attract more millennials by featuring articles about technology and music but failed to do so successfully.
Circulation and Revenue Impacted
FHM's circulation dropped steadily after it began reducing its print frequency until it ceased publishing altogether. The magazine saw a decrease in ad revenue due to fewer readers buying copies each year. Additionally, some advertisers pulled their support because they did not see value in promoting products through a magazine that had few readers remaining. Ultimately, FHM could not sustain itself without enough subscribers to justify continued production costs.
While some men's magazines have survived the transition to online media, others have struggled. Men's Health has remained popular by offering health and fitness tips along with celebrity interviews and product reviews. Maxim Magazine tried several times to revamp its format but never found success again; it currently publishes only once per year as a special edition. Despite these changes, many people still enjoy reading traditional print publications like Cosmopolitan or Glamour Magazine, which focus on topics such as beauty, relationships, and fashion trends.
Overall, digital media changed consumer behavior regarding reading habits, leading to decreased sales for many magazines including FHM. While digital platforms may be convenient for accessing information instantly, there is still something special about holding an actual magazine in your hands while reading. Whether you prefer traditional print or digital media, there will always be room for both formats.