Bikini Resource: fhm online

FHM or For Him Magazine is an international monthly lad's mag. The magazine began publication in 1985 in the United Kingdom under the name For Him and changed its title to FHM in 1994, although the full For Him Magazine continues to be printed on the spine of each issue. Founded by Chris Astridge, the magazine was a predominantly fashion-based publication distributed through high street men's fashion outlets. Circulation expanded to newsagents as a quarterly by the spring of 1987. FHM was sold from EMAP to Bauer in December 2007. After the emergence of James Brown's Loaded magazine (regarded as the blueprint for the lad's mag genre), For Him firmed up its editorial approach to compete with the expanding market and introduced a sports supplement. It then went monthly and changed its name to FHM. It subsequently expanded internationally. The magazine is printed on high quality glossy paper and the photography is of high technical quality. FHM became one of the best-selling magazines in Britain during the mid to late 1990s, selling more than 700,000 copies per month by 1999. Towards the end of the decade the lads' culture in which the magazine thrived began to die off and publishers turned to celebrity-oriented titles to boost overall sales. In December 2006 it was announced that FHM will be discontinuing its United States print edition after the March 2007 issue, turning to an all-digital format with the launch of FHM Online

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