Next Gen to launch men’s magazine ‘FHM’ in November 2007

The initial print run for ‘FHM’ is expected to be 90,000. The magazine will have 180 pages with an ad-edit ratio of 25:75

Next Gen Publishing is all set to launch the Indian version of the popular men’s magazine ‘FHM’ (‘For Him Magazine’). The first issue is expected to hit the stands by the end of October this year.

‘FHM’ has 31 editions, and is published in 24 languages in across 43 countries in the world. It claims to have approximately 10 million readers worldwide.

The Indian edition of ‘FHM’ will follow its core brand values of being funny, sexy and useful. The magazine is targeted at SEC A+, A and B segment males in the age group of 21-40, who are intelligent, stylish, techno savvy, socially aware and sporty. The content will cover male interest topics such as women, adventure, style, fitness, entertainment, cars, new technology, movies, music, dating, grooming, pubs, restaurants, cocktails and arts and culture.

Khushroo Bhadha is the publisher and Farhad J Dadyburjor is the editor for the magazine. Dadyburjor has recently come on board and was previously working with ‘After Hours’, the daily supplement at ‘DNA’, as chief copy editor.

The initial print run for ‘FHM’ is expected to be 90,000. The magazine will have 180 pages with an ad-edit ratio of 25:75.

The creative duties for Next Gen Publishing as a whole lie with Madison creative. The advertising budget to promote ‘FHM’ in India is expected to be in the region of Rs 8 crore. The media mix will largely include Internet and mobile advertising, print and outdoor promotions.

Next Gen Publishing is owned by the Forbes Group, Emap and HDFC, and offers content through niche and special interest magazines and business directories. Next Gen’s other publications include ‘Commercial Vehicle’, ‘Smart Photography’, ‘Bike India’, ‘Car India’, ‘Computer Active’, ‘The Ideal Home and Garden’ and Forbes Yellow Pages.