FHM Goes Mobile

FHM MobileFHM (For Him Magazine) has made the move onto mobiles in the United States, initially by selling wallpapers of the covers and ringtones. From April FHM (in partnership with Lagardere Active North America (LANA)) will increase the offering from its FoneWorks portal to include:

  • The latest FHM Cover
  • More wallpapers from the FHM Hometown Honey, 20 Hot Dates, and It’s Your Ex- (Girl) sections – 23 new wallpapers per month
  • Voting via text messages for the monthly Hometown Honeys contest
  • Monthly text message delivery to the 20 Hot Dates

I’m not sure I really believe text messages will be sent to the girls featured in the “Hot Dates” section. Anyway, FHM is already mobile in the UK offering mobile strippers and games – if “you want to see breasts AND play a game!”, as the site proudly declares.

This service seems to be a simple, safe and cheap way to get extra cash relying on the FHM brand rather than an attempt to offer something new. The customers will only be avid readers of the magazine who would buy almost anything branded FHM – the service and the marketing are certainly not intended to bring in new customers. To be honest, I’m not sure what more FHM could do with a mobile portal…it could be this is all they should do and anything extra would be heading away from the main readership.

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