Emap to close US edition of 'FHM' as ad sales slide

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The Independent Online

Emap, the media group, is to shut down its FHM "lads' mag" in the US, following a disastrous downturn in advertising revenue and a shift in consumer behaviour towards spending leisure time surfing the internet.

FHM, which offers a monthly diet of scantily-clad women, comprised most of Emap's remaining US interests. Paul Keenan, head of Emap's consumer magazine division, said: "Trading conditions in the US market have deteriorated over the past twelve months and we do not expect an improvement in the near term."

Earlier this year, Emap was forced to close Sneak, a magazine for young girls in the UK, after it found its customers were glued to their computers instead.

FHM will continue to be produced in its 30 other markets, including the UK, where it has long been the market leader - though sales are in steep decline. The FHM website in the US, which has 2 million users, will continue.

It is thought the FHM US edition made a loss of £2m in the first half, on turnover of some £10m. The magazine is the number two player in the market, after Dennis Publishing's Maxim, with a monthly circulation of 1.25 million. However, the US market is heavily dependent on ad revenues, rather than cover price sales and advertising has been in decline - the UK market is skewed the other way around.

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