FHM (For Him Magazine) was a printed British multinational men's fashion lifestyle magazine that was published in several countries.
The magazine began publication in 1985 in the UK under the name For Him Magazine and changed its title to FHM in May 1992, although the full For Him Magazine continued to be printed on the spine of each issue. Circulation expanded to newsagents as a quarterly by the spring of 1987 and then monthly in 1994.
The men's magazine, which was launched in November 1999, now sells more than 100,000 copies and is one of the biggest consumer magazines in South Africa. It publishes in 21 countries worldwide.
Heat revolutionised the celebrity magazine market in the UK. Now Heat is looking to conquer its first foreign territory with its launch next month in South Africa.
The magazine, which has just celebrated its fifth birthday, will follow in the footsteps of its sister magazine, lads' mag market leader FHM, which has already successfully launched in the region.
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The new edition of Heat will aim to sell between 60,000 and 70,000 copies within a year, with an ultimate "settle down" target of between 130,000 and 150,000 copies a week.
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"What great international magazines have shown is that good ideas travel," said Chris Llewellyn, the managing director of Emap International.
"The publishing world is aware of Heat's success in the UK. The question is whether Heat can have the international presence of other brands like FHM, Elle and Marie Claire. After all, three years ago Glamour didn't exist in the UK."
The South African edition will be produced by Upper Case Media, Emap's joint venture with South Africa's biggest media group, Media 24, which already publishes the local version of FHM.
Louise Matthews, the managing director of Emap Entertainment, said the new Heat would be "like the original Heat about two or three years ago", a reflection that the South African celebrity market is not as developed as the UK equivalent. Mr Llewellyn described it as "classic Heat".
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The new edition will be overseen by Melinda Shaw, former deputy editor of the South African version of FHM. Around 30% of its content will be lifted directly from the UK edition of Heat. Another 30% will be created locally, with the remaining 40% altered and adapted from the UK version. It will launch in South Africa on March 2.
Heat recorded its biggest ever sale in the latest ABC figures, published last week.
FHM is a monthly publication that gives guys what they want. Everything from the most beautiful woman in the world, cars, fitness, food, sport, fashion to tech, gadgets, travel and gaming. If you're a guy, we will have something of interest for you.
Dates of magazine issues, winners, ages of winners at the time of selection, and pertinent comments are listed below.
In April 2021, FHM Magazine South Africa featured an in-depth review of MLB The Show 21. This story is from the April 2021 edition of FHM Magazine South Africa.
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