FHM: Beginning of the end?

When a major men's title gets covered up two months in a row because the Grand Central Station landlord thinks it's too sexy, that's trouble for FHM. The Reaper is putting FHM on its "observation list."

Lord knows what it takes the landlord of Grand Central Station to get nervous about a magazine cover -- this is in the heart of one of the more liberal cities in the Northeast.

But being covered up two months in a row means that FHM is descending into softcore porn. And one that tag sticks, it'll be aligned with Playboy, which will mean the kiss of death for advertisers. FHM will become much more dependent on newsstand sales, which may make parent Emap a little nervous.

When FHM launched, they wanted to show themselves off as a lad title with the emphasis on fashion. Clearly, now the emphasis is on less clothes altogether.

The Reaper thinks that if FHM keeps getting covered up at Grand Central and tossed out of retail chains, the stink of porn is going to accelerate it right into my bony hands. The Reaper thinks it can provide a much-needed American write-off for Emap.

(photo courtesy of FishbowlNY)