UK men's lifestyle magazine FHM has found itself in an enviable position in Thailand where it launched its 17th international edition last month with a cover that looked like it came straight out of the UK.
"It has no direct competitor," says Kritanan Kamolvarinthip, communications channel strategist at Initiative Media. "The other men's magazines in Thailand are aimed at older men. FHM is more yuppie, or college student oriented - it's younger and the content is flashier." Indeed the Thai-language men's magazine market boasts but a handful of titles, with the main ones - international names Esquire and Penthouse, and local titles GM, High Class and All For Men - all aimed at either more affluent or more mature readers, or both. In contrast, FHM is aimed squarely at 18 to 30 year-old college students and first jobbers.
Unlike the women's market, which has seen a barrage of new titles launch over the last couple of years - including Elle, Cleo, Cosmo, Lisa and Seventeen - the men's market has been relatively sedate. The quick success gained by nine-month old lifestyle title, Mars, however, suggests that there is latent demand for more choices, says Universal McCann's media planning manager Chantani Padmasuta. "Mars has found popularity in the market, and is talked about more and more these days".
She notes that FHM is entering a market familiar with its international brand, which is available locally. Others note that the title also has the financial, marketing and distribution muscle of established sports news publisher Siam Sports Syndicate behind it.
Launched at a pool party in Bangkok, the 164-page publication remains faithful to its UK and US editions in both look and format. Along with bikini babes, the launch issue titillated with a global sex survey report.
The local edition will carry 80 per cent international content. "The format, layout, gags and jokes are pretty much the same (as in the English-language editions)," says Kritanan. Local content also follows FHM's "sexy, humourous and useful" formula. "Young Thais are becoming more and more individualistic and open, and the magazine is very daring, presenting sexual content in a casual way," Kritanan adds.
Others note however, that there is still a fair amount of fine-tuning to be done. International content imported from foreign editions may not all be relevant to a Thai audience, says OMD media planning director, Sutthasinee Lovichit.She noted that Penthouse had earlier had to make similar changes.
