In the past year, FHM has seen rivals such as Loaded eat into its leading market position. "There are a lot of me-too competitors, so it's not surprising that it can't sustain the same level of circulation," an analyst said. "This is one of their biggest money spinners so a 10 per cent fall is disappointing."
EMAP SHARES fell nearly 7 per cent to their lowest level since January as UK circulation for its top selling men's magazine FHM fell almost 10 per cent in the first half from the year-earlier period. Average circulation per issue for the title fell to about 701,000 copies, according to the Audit Bureau of Circulations, an independent group that verifies circulation numbers for advertisers.