Proving that astute marketing investment in tough times pays dividends for magazines, FHM's 100 Sexiest July 2008 issue sold an unconfirmed and unofficial 106 229 copies.

The FHM 100 Sexiest franchise proved to be stronger than ever, with over 300 000 votes cast in South Africa's biggest magazine promotion.

The winner of FHM 100 Sexiest 2008, Tracy McGregor, is the cover star of the new FHM August issue, on sale now.

The remarkable FHM 100 Sexiest sales figure means advertisers in this special issue received significant added exposure above FHM's average ABC circulation figure.

“Average magazine circulation sales have been under tremendous pressure, especially in the premium category where FHM is positioned,” remarks FHM publisher UCM's chief operating officer Kim Browne.

“FHM's ABC for the period April to June 2008 will be down by a significant percentage when it's announced next month. But advertisers buy exposure in future issues, so the big FHM 100 Sexiest sales figure augurs very well for the next quarter's figures. Early indications are that FHM's new August issue is also selling well.”

The FHM 100 Sexiest issue also marked a significant logo size, content and design update for SA's number one men's lifestyle media brand. With an even more sophisticated and upmarket positioning than previously, the new-look FHM boasts extra in-depth, quality journalism, higher-end fashion and significantly enhanced regulars, such as top gadgets, sport, reviews and quirky reader habits.

The FHM 100 Sexiest issue generated total retail sales value of R3.6million in one month, making it a hugely valuable magazine-based promotion.

In addition, FHM's increased digital offerings are delivering growing value to readers and advertisers. FHM mobile download figures are growing well, as are www.FHM.co.za OPA visitor statistics and, increasingly, advertiser buy-in.

For more information, visit FHM at www.fhm.co.za and on your Vodacom mobile phone at m.fhm.co.za.