FHM is the men’s magazine form the UK it started in 1985 by Chris Astridge, as a fashion magazine. The original name was For Him Magazine. In 1994, the name was changed to FHM when Emap Consumer Media bought the magazine. In 1987, the magazine made an effort to make the editorial department more able to compete with other magazines of the time. http://www.answers.com/topic/fhm Emap sold FHM to Bauer Media Group February 2008. There are twenty-six versions of EHM globally. They are sold from Austria, and China, Russia, Slovenia, Spain, the Philippines, The United States and South Africa. http://www.fhm-international.com/

The magazine carries articles on women as well as pictures and the content is very similar to Playboy for the United Kingdom. The magazine prints the pictures on high quality glossy paper and the photographs are taking with quality film. http://www.answers.com/topic/fhm

In the mid to late 1990’s FHM became a best selling British magazine. By 1999 well over a half a million copies were being sold in the UK alone. http://www.answers.com/topic/fhm

There are high profile people in each edition and even Rachel Ray has been in photographs there. ‘’”She said she would do it again”’’ http://www.huffingtonpost.com/2009/03/02/rachael-ray-defends-fhm-s_n_171132.html she recently defended her decision to appear in FHM. She thought to begin with that FHM was for Food and Home Magazine. http://www.huffingtonpost.com/2009/03/02/rachael-ray-defends-fhm-s_n_171132.html

The FHM advertises that they contain the finest girls, games fashion news and Video. The age group for this magazine is men age 18-35. The appeal of the magazine is to men that are in the early years of their career. Men that have their future mapped out. The reader is professional and college educated and usually an office worker. The magazine has a section for gadgets that appeal to the young men that read the magazine. These demographics are what they typically believe make up their base subscriber. http://www.bauermedia.co.uk/Brands/FHM/