Relaunched FHM to become ‘Arena’

EMAP’s FHM magazine – relaunched today – is thought to be focusing on a content strategy described as ‘Arena meets Men’s Health’.

Relegating its traditional recipe of z-list babes and shock pics to EMAP’s web vehicles, new editor-in-chief Anthony Noguera is thought to be building on his success with niche interest and high end features in the likes of Arena magazine.

As well as gadgets, PC advice and technology, health and fitness will also feature following succcess with the increasingly popular Men’s Health magazine.

A new twist on the agony aunt – 100 year old men advising readers on the finer elements of life.
Arena is now thought to be changing its focus to go more high brow, targeting GQ audiences.
Noguera took over the reigns at FHM in February this year after editor-in-chief Ross Brown left after 10 years at the helm.
The new magazine features a cover which boasts of being ‘Under New Management’. By this, we assume this means Brown is not the only member of staff to no longer be with the magazine.

‘After three months of late nights that saw the destruction of 5,000 chocolate digestives and a 30% increase in shares of Nescafe, we’ve cracked it,’ reveals the FHM.com website.

A new broom if ever there was one. All eyes are on Noguera.

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