Emap goes global with men’s titles

Emap Consumer Media is preparing to roll out new parts of its men's magazine portfolio across the globe, after installing an international director of men's magazines.

Simon Greves, current general manager of FHM International, which successfully launched the brand into other countries, has been promoted to this new position with a remit to establish Zoo, Arena, Max Power and Empire in new markets.

FHM, which sells 3.5 million copies worldwide, hit its 30th country when it launched in Sweden. Now Emap is looking to do the same with other brands.

Greves said: "ECM has been more focused on the roll out of FHM but now we are focusing on the rest of the men's portfolio."

He added: "We will be building on our FHM editions and deepening our relationships with existing partners."

Although Greves refused to comment on which titles would be next to hit the international magazine market, he did not rule out weekly title Zoo going global.

"I think it's early stages to be talking about what title we will be focusing on, but basically our focus will be on our men's portfolio and taking that out internationally," Greves said.

He said that the roll-out of FHM across the world has become a "fantastically successful business."

He added that Emap now has "a network of partners where we can replicate that with some of our other titles". The international director said it would be possible to make successes of these other brands abroad, even with their current British editorial approach.

"That is exactly what everyone said about FHM – that wasn't a concept that would work overseas," said Greves.

"But we proved the doubters wrong. We have editors who can adapt it and make it relevant for that market."

He added: "The focus of my position is doing deals with publishers and then managing that relationship and delivering what I can to produce those magazines."

Greves has been working on FHM's international development for seven years. The first editions of FHM launched outside of the UK were published in 1998 in Singapore and in Australia.

Empire has also been published in Australia.

Some of the editions of FHM published in foreign markets are licensed, while others are published by Emap itself. Emap women's titles are also published outside the UK, including Closer and Heat.

Emap rival IPC Media is also active in licensing outside the United Kingdom.

Andrew Horton, director of IPC's licensing division, IPC+, said the publisher would consider launching Nuts, the leading men's weekly, outside the UK.

"We licence magazines across the portfolio and obviously Nuts is part of the mix where we are looking at international opportunities," he said.

New appointment

Emap Advertising has appointed Steve Payne in the new position of strategic planning director for magazines.

Reporting into Jason Trout, deputy magazine sales director, Payne will work closely with the Periodical Publishers'

Association to drive the presence of magazines on mixed media planning schedules. He joins from Initiative Media.

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