For its FHM 100 Sexiest 2005 poll issue, on street on Wednesday 25 May, publishers UCM are printing 200 000 copies of the magazine, an all-time print record for the title.
At 260 pages in total, the FHM 100 Sexiest package is also the biggest FHM ever produced, carrying more advertising than any other FHM before.
Browne has based her sales projections on three salient pieces of evidence. "Last year, our FHM 100 Sexiest sale topped 156 000 copies which was a technical sell-out of the 170 000 printed. Secondly, more than 65% of our retailers reported selling out which means that we have not reached market saturation for this signature issue of the magazine. Thirdly, SMS and web voting for this year's poll has exceeded 100 000. This is a massive 55% increase on the 2004 voting statistics indicating that consumer interaction with the poll is significantly higher this year."
In keeping with the bigger-and-better marketing spirit which backs the publication, this year's FHM 100 Sexiest Party brought to you by AXE, announcing the poll winners, will be staged in a circus-sized big top tent at Emmarentia Dam on Friday 20 May. Themed as ShowTime, the evening will include performances by local bands Prime Circle and The Parlotones as well as international act The Pinker Tones.
Tickets and more info are available from www.fhm100sexiest.co.za.
FHM, SA's number one men's lifestyle magazine, has also been named "PPA International Magazine of the Year". This accolade was presented at the UK's "Magazine Oscars" last week.
According to the judges: "FHM's 28 editions are each individually impressive, and show a consistent quality that is unrivalled in this category".
International editorial director Chris Mooney praised FHM SA, adding that the trophy was "a tribute to the innovation and energy in every edition around the world ".
FHM South Africa's awards total this year includes the AdVantage AdMag award for Best Male Magazine (its second successive win), a PRISM for Best Consumer Marketing: Existing Product or Service awarded for the PR campaign surrounding FHM 100 Sexiest 2004, as well as an MPA Mondi Award nomination for fashion director Chris Viljoen.
