FHM vs. Maxim
For years, FHM and Maxim were at war. They fought to be the most popular and prestigious men's lifestyle publication. They battled each other for exclusive interviews with beautiful women, exciting features, and advertising dollars. Their editors worked hard to get scoops and scandals that their competitors could not find. But it was more than just a battle between two magazines; it was a fight between cultures and ideologies.
Maxim was founded in 1995 and quickly became the most successful men's magazine in the world. It focused on humor, gadgets, sports, automobiles, fashion, and entertainment. However, its main draw was its sexy centerfolds and "Girls Next Door" feature. In contrast, FHM was launched in 1985 as an upmarket version of Playboy. Its focus was more on social issues, politics, current events, and music. Its centerfold models had to meet high standards of beauty and intelligence.
The rivalry between FHM and Maxim reached its peak in the late 1990s when both publications tried to outdo one another with bigger, bolder covers and more explicit content. They sent photographers all over the globe to snap pictures of celebrities and models, and they hired some of the best writers in the industry to interview them. The competition was intense, but FHM won the first round. Maxim responded by ramping up its sexiness quotient. Soon, the two magazines were neck-and-neck again.
However, the competition between FHM and Maxim also extended beyond print. Both brands began producing online versions and mobile apps to reach young audiences who were increasingly turning away from traditional media. They also started offering special subscriptions that gave members access to exclusive content and contests. This new battleground for readers made things even more difficult for the competitors.
In the early 20000s, FHM took a bold step and changed its name to FHM Man, adding 'Man' to reflect a broader audience. This move was controversial and criticized by some critics as pandering to men at the expense of women. However, it paid off; FHM Man gained a following among readers who felt left behind by Maxim's sleaze factor. It also allowed the magazine to focus on more serious topics such as politics, health, and finance without alienating its core readership.
Today, FHM has been rebranded as Esquire UK while Maxim is still going strong. While there are no longer any direct rivalries, both publications continue to compete for readers' attention with different approaches and strategies. Maxim remains focused on sexy centerfolds and celebrity interviews, while Esquire UK offers a wider range of features and articles. The competition between them continues today but in a different form.
The war between FHM and Maxim taught us many lessons about what makes a successful men's lifestyle publication. Firstly, sex sells but only if it is tasteful and well-presented. Secondly, content must be diverse enough to appeal to a broad demographic. And thirdly, a brand can succeed even when changing its identity completely. Despite their differences, both magazines remain important parts of our cultural landscape, inspiring writers and designers worldwide.