FHM poker school will rid gambling of `the smell of old men'
The men's monthly wants to grab some Vegas glam rather than high street bookie gloom.
Monday 07 February 2005
The top 10 players will then be invited to London to battle it out for a pounds 10,000 cash prize, before gaining entry to a professional poker tournament where their progress will be filmed for a television show on Bravo.
The campaign is the brainchild of David Pullan, the new managing director of FHM Worldwide, who is responsible for the 28 editions of the men's title around the world.
FHM has teamed up with the US-based online World Poker Exchange as well as Flextech-owned Bravo and the London dance music radio station Kiss FM (like FHM, part of the Emap group) to promote the game.
Pullan deliberately chose a partner in America, where poker has achieved the status of a fashionable rite of passage. "One of the problems with a lot of traditional forms of gambling is the smell of old men associated with them," he says.
"American brands, particularly in poker, have a more aspirational sheen. It's that whole Vegas thing, Ocean's Eleven. The bookie on Streatham High Street doesn't quite impart the same feeling of glamour."
In the magazine, FHM readers will find "non-didactic" poker tips on the etiquette of the game and how to bluff, while online they can view tutorial videos "delivered by a model wearing an evening gown rather than a bloke in a tux".
Pullan says the TV programme following the FHM winners will be a bit like the Channel 4 hit show Faking It. "It's got all that dramatic tension around how our plucky amateurs will get on. But the difference here is you're not trying to win a horse trial or a cooking competition. There's a million-dollar pot."
Formerly head of marketing at Five, he admits that FHM as a brand has "probably not been fully exploited to the maximum effect". As part of his remit to create an FHM brand that stretches beyond the magazine, he is keen to expand further into television, as well as embracing the internet and mobile phones.
In another joint venture with Bravo, FHM has made a half-hour documentary about its popular "High Street Honeys" competition, charting the progress of the winner from girl next door to cover star.
Talks are also under way to create a fully fledged FHM spin-off show based around the magazine's catch phrase "funny, sexy, useful".
"The biggest problem is that replicating magazine content on television is hugely expensive. One feature in FHM is a half-hour documentary on Channel 4. You have to think laterally," says Pullan.
Promoting the magazine across a number of platforms has become more urgent in the face of fresh competition from the new men's weeklies Nuts and Zoo. Pullan insists that FHM has hardly been affected by the success of these titles, thanks to its decision not to take them on in the areas where they excel because of their quick turnaround - sport, topical news stories and entertainment.
"The strategy was to make FHM feel like an indulgence, something you buy because it sits on your table for a full four weeks, with different girls, time-relevant rather than topical information and we really focus on making it funny."
Life & Style blogs
How Old Do I Look: Microsoft’s super advanced age-guessing app is terrible at guessing how old celebrities are, too
What do the emoji on Snapchat mean?
The 12 most sexually satisfied countries in the world revealed
ZX Spectrum to return with Vega reboot
Uploading pictures to find out how old you are gives Microsoft the right to post them wherever they want
Over 50,000 families shipped out of London boroughs in the past three years due to welfare cuts and soaring rents
EU asylum policy is 'a direct threat to our civilisation', says Nigel Farage
The Rothschild Libel: Why has it taken 200 years for an anti-Semitic slur that emerged from the Battle of Waterloo to be dismissed?
General Election 2015: SNP and its activists 'openly racist' towards the English, Farage says
General Election 2015: UK will be 'run for the wealthy and powerful' if Tories retain power, Labour warns
Schools forced to act as 'miniature welfare states' with teachers buying underwear and even haircuts for poor pupils
- 1 Lucy Hawking: Stephen Hawking's daughter writes impassioned open letter to Katie Hopkins about rights of disabled people
- 2 #NotGuilty: Second Oxford student writes of brutal rape by two men who then threw her in a bin as part of campaign against victim blaming
- 3 Indonesia executions: Death row British grandmother Lindsay Sandiford will refuse to wear a blindfold when she faces firing squad
- 4 Oxygen-starved 'dead zones' with no marine life up to 100-miles long discovered in the Atlantic Ocean
- 5 How the language you speak changes your view of the world
£28000 - £45000 per annum: Recruitment Genius: A Senior Digital Marketing Cons...
£16640 - £18500 per annum: Recruitment Genius: An Assistant Stores Keeper is r...
£16000 - £18500 per annum: Recruitment Genius: This is an excellent opportunit...
£17000 - £30000 per annum: Recruitment Genius: Developer required to join a bu...