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 FHM 男人杂志向全球化迈进, 穆斯林也不放过; 中国不需要成人杂志! |
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猪八戒
[博客]
[个人文集]
头衔: 海归少校
声望: 学员
加入时间: 2005/06/17
文章: 162
来自: uk
海归分: 22741
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作者：猪八戒 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
FHM targets international markets
FHM Malaysia: successful despite the cultural conservatism of a mainly Muslim population
Men's magazine FHM plans a brisk global rollout in the next five years that will see it launch in 10 extra markets - a plan built partly on knowing precisely how much female flesh each country will tolerate.
The Emap formula is already available in 30 countries as diverse as Taiwan and South Africa. Now the lads' magazine aims to boost its global circulation of 3.5m copies over the next five years.
"Strong brands travel," said Simon Greves, recently promoted from his role as general manager of FHM International to the post of international director of men's magazines with a brief to rollout magazines across the globe.
"In three to five years we could be up to 40-plus editions."
But there is one obvious gap in its market that it is not seeking to fill.
"The Middle East is not a region we are looking at for FHM for obvious reasons - it's not appropriate for that part of the world," Mr Greve said.
"Having said that, we are successful in Malaysia which is a mostly Muslim country and that does present challenges. But given that we have been there since 1998 shows that we can make FHM work in very different markets from the UK."
A cultural barometer of permissiveness
Indeed the FHM cover girls provide a fascinating cultural barometer of the permissiveness of societies around the globe.
Hence in China, Mariah Carey appears in a modest polka-dotted swimsuit briefs and a black crop top, while Kelly Brook is positively bursting out of her bikini in Germany.
The cover of the Malaysian edition is possibly the most clothed Desperate Housewives star Teri Hatcher has ever been on a photo shoot - wearing a nice floral frock.
"We have to tone down the sex content," said Mr Greves of the Malaysian edition, which is licensed to the Asian publisher, Media Corp.
"In FHM Malaysia they wouldn't have a woman in a bikini - she would have to be in a dress, but in Malaysia that's still considered sexy so we are not damaging the brand values."
He said Malaysia showed Emap had a very good understanding of cultural boundaries.
"We have regular meetings with government ministers to make sure we are within those boundaries."
Those meetings are vital, because if FHM overstepped the mark the government could close it down.
Emap aims for the magazine to become a global brand to rival Cosmopolitan, which is available in more than 50 countries and recently launched in Kenya, which FMH does not have in its sights.
"We just don't think the magazine market is developed enough in Kenya," Mr Greve said.
"It's not the most stable country. There's many more countries we would look to before that."
In Britain FHM is number one in the men's market. Its latest circulation for June to December 2004 was 580,027 copies, against its peak of 750,000 at the start of the decade.
Sales in Spain and Estonia
Internationally, Spain is the magazine's best market. When the magazine launched there it grew to sell 250,000 copies, smashing the 100,000 circulation of DT, the previous men's market leader.
The toughest market is Estonia. "We launched there about 18 months ago and that's proved to be difficult as copy sales are under 10,000, which makes it difficult to make money," the Emap director said.
"We have very good understanding of what FHM is - a brand book which we use with partners to explain the concept.
"We then work very closely with them to select an editor who understands FHM and who is able to translate that and make it relevant to that market.
"Humour is different around the world - a French guy laughs at something entirely different to what a British guy would laugh at."
Emap has found that licensing agreements have given it global success in contrast to its disastrous foray into the US market at the start of the decade, which cost it £500m.
The company launched its first international edition of weekly title Zoo in Spain this week and has moved the Zoo editor, Paul Merrill, across to take charge of developing more international editions of the weekly.
Car magazine sells in Thailand and Greece and has just launched in India, while Max Power, a performance car magazine, has launched in Norway and Denmark.
作者：猪八戒 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
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 FHM 男人杂志向全球化迈进, 穆斯林也不放过; 中国不需要成人杂志! -- 猪八戒 - (4357 Byte) 2005-8-05 周五, 22:20 (1048 reads)
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