(Lifestyle: Relationships & Sex)

FHM is the South African version of the highly successful British FHM (For Him Magazine). The local edition was launched in November 1999 as a lifestyle magazine for men that informs and entertains them with interesting and popular content from all over the world. It has also become a benchmark in SA fashion.

The magazine has found the perfect balance between being professional and relaxed, with content that is compelling, sexy, funny, useful and relevant. According to the July-December 2005 ABC figures, FHM's circulation was 112 809; and according to the AMPS measurements for the January-June 2005 period, the magazine had a readership of 670 000.

About 74% of FHM readers are male and 80% of all readers fall into the 16-34 age bracket, with the average age being 28. FHM is a two-time Mondi Award Winner and has been nominated again this year.

In the past month, FHM has been on a role with the number of competitions, challenges and promotions they have been staging. It started with a lunch to promote the 'FHM 100 Sexiest Women in the World brought to you by AXE'. The excitement here is nowhere near over, and there is still much to look forward to, including the 'FHM 100 Sexiest Party', which is scheduled for 20 May in Joburg.

The magazine also played host to the 'FHM Grooming Awards 2006', which were held at Moyo's in Zoo Lake towards the end of April. It was at this ceremony that the top male grooming products were honoured. Male style was the big winner at the annual Awards that were sponsored by FNB: trophies were presented in 11 categories including fragrances, hair care, skin care and shaving. In the hotly contested fragrance categories, Hugo Boss Energise for Men got the male vote as FHM's Best Fragrance, whilst DKNY Be Delicious Men was judged FHM's Sexiest Fragrance, a category exclusively voted for by women. This year's biggest winner was Schwarzkopf who dominated the two hair care categories with wins for both Best Haircare Product and Best Hairstyling Product.

The very next day FHM threw a pool party to announce the winner of their 'Homegrown Honeys 2006' competition. This year's winner was Bianca Trytsman (Ed: excellent choice). It doesn't end here, and there are many more promotions to look forward to.

For more information about FHM, visit the publication's website at www.fhmsa.co.za.