Eksteen can afford to be expansive - last year's 100 Sexiest issue set a then-record for the title of 93 000 copies off an ABC figure of 61 773. As impressive as the 2001 poll issue sale was, it was subsequently eclipsed by the January 2002 sale of some 97 000 copies. When you consider that January's cover girl was Kerry McGregor and that she's FHM's Sexiest Woman in SA 2002 according to the new poll, it's no wonder that the magazine is quietly confident about the sales on the new issue.
Increase in copy sales alone makes FHM 100 Sexiest the most successful magazine promotion in the country but what makes it the biggest? "Lavish marketing support" says associate publisher Kim Browne. "We believe strongly in putting hard money behind the brand. For the third year running, FHM invested in special packaging for the poll issue. This year, the magazine hosted a 100 Sexiest party at Monsoon Lagoon where the poll's local winner Kerry McGregor was flown in to receive her prize. FHM also teamed up with other media partners: You and Huisgenoot to promote the poll and 5FM to promote the party.
Apart from the increase in newsstand sales, we can track the impact of 100 Sexiest in other ways, notes Eksteen. Thirty local beauties placed in the FHM 100 Sexiest Women in the World 2002 rankings, a 25% increase from last year. Either South African women got a whole lot sexier overnight or more and more guys are participating and voting in their favourite local celebrities.
The FHM 100 Sexiest poll is run by all 15 editions of the magazine worldwide for three months prior to the results issue. Readers nominate their ten sexiest women and the international winner is the world's #1 (this year Anna Kournikova) whilst choices 2 - 100 reflect the voting choices of the host nation.
Commenting on her new found status as the Sexiest Woman in the country, 20-year old McGregor said that she was "a little surprised, very pleased and proudly South African".
Full results of the FHM 100 Sexiest Women in the World 2002 poll are available as a special supplement bagged with the magazine's July issue out now.
