Magazines such as FHM, Entrevue, Men's health, Max, are today widespread not only by their target public, i.e. youngsters and young adults, but also by the grown-ups in general. How is this possible, given that the whole lot was not even issued in 1997 in France? The story began in the UK in 1994 when the group IPC carried out a subtle survey on new lad's needs leading straight to a reappraisal of men magazines and to the releasing of Loaded', the first men's magazine of the new generation. Exit Playboy or Newlook whose sex pics first mantra had outlived its usefulness. Thus the breakthrough of that new press family within such a short period stands out as a genuine marketing success which has perfectly tackled the shortcomings of the press for men. This one is actually a consequence of the evolution of men's image in the society which has directly created a virgin market but with an extraordinary potential. Men no longer want to be considered as voyeur, and just want to be cuddled by such a press family as women are. They craved for being the single topic of a magazine! This is why we can talk about a certain narcissistic press. Yet, is it right to grapple with the press market as any other market? Our researches and the common sense tend to disapprove of this. The press universe and particularly the press for males is indeed utterly specific about that, added to the traditional marketing variables, psychological and sociological variables have to be introduced. A tall order indeed!
[...] So EMAP has chosen to be present in places where people are the idlest and therefore the most susceptible of an impulsive purchase. EMAP hopes to bring about a first purchase that will on occasion lead to the reader's development of loyalty. The magazine FHM is also present in every “specialized which are the newsagents. EMAP hopes to conquer new readers there too, but it wants in the first place to answer loyal customers' expectations. Their purchase are regular, therefore the logic followed is that FHM must be present in the living and working places of its loyal readers. [...]
[...] The previous market study reveals that one of the main issues, which was at the cause of the problems of loyalty and stabilization of sales volume was the buyer behavior (impulsivity) and the definition of the target. So, we understand that in a context of uncertain demand, price is not a decisive variable unlike promotion and communication. II/ Costs analysis or how to increase profits in a non-price competition environment? Revenues Advertising: ads volume in 2000: 489 pages (about 31 pages per copy) of the turnover. [...]
[...] If it targets the 15-30 years old boys groups have to be distinguished if we want to be precise. The 15- 19, the 20-24 and the 25-30. Each segment finds itself in the magazine since FHM is actually 3 magazines in 1 (like a shampoo). The 15-19: This segment has been defined by FHM as the one of the ogle! The purchasing process is very often collective because this segment often buys more the image that FHM convey than the content. [...]
[...] So, as the last study analyzed it, FHM is a product which has adopted an atypical strategy since its creation. Free samples, premiums (calendars, sex or fashion guides), or special issues the famous magazine in three dimensions) represent the promotional tools of the product. Furthermore, while it is true that FHM entered the market five years ago, and so reached a strong place being firmly established in the men press market, it seems to pursue the strategy of a product which is in perpetual change. [...]
[...] II - Product Policy Comparative policy FHM MEN'S HEALTH ENTREVUE MAX MAXIMAL SEGMENTATION Life style magazine Well being magazine People magazine Life style Life style Leader of life style's Great settled on the magazine magazine magazines market Remarked arrival on Leader of all men's the market magazines People who are under magazine than in the People who are old POSITIONNING Good spontaneous Spontaneous awareness Spontaneous awareness Assisted Assisted awareness (important Well known magazine Original and really awareness awareness global awareness) Focused on fashion successful Max exists since Less famous real TV awareness because of the others magazines Original packaging, On the black and Attractive packages Classical Classical new product every white cover: most of Yellow and black colors packaging packaging month time men on the first page and - same place on -same place on On the cover: always -same place on always TV stars on the shelves than FHM shelves than semi naked women who shelves than FHM or cover or Entrevue but FHM or Entrevue are very attractive Entrevue but less -Good place on shelves less present in but less for the consumer present in and good visibility supermarkets present in -Good place on shelves supermarkets supermarkets good visibility for the consumer ADVERTISING Huge advert campaigns Less advertising No promotion but Advert Advert which have a lot of investment advertising investments less investments impact (no ad on TV) important than less important radio, the others than the others billboards) Promotion: gifts, calendars and extras Commentary on the board The actual target reached has not often been the target that the men's magazines would like to obtain. [...]
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