More Dubious Signs at FHM -- Fires 5, Concedes Fashion Coverage

FHM moves a little bit closer into "vulnerable" territory, on the road to "endangered."

Mediaweek reports the struggling men's-gone-softcore-porn title fired five people, including its longtime fashion director, basically conceding all fashion coverage. Bad bad sign for a major men's title.

Let's start putting the pieces together here: racy covers wrapped at Grand Central Station, porn actress writes blog on their web site, and now all fashion coverage has been dumped. As predicted, advertisers are getting turned off by FHM's path towards porn and leaving the magazine, making the title more reliant on newsstand sales.

Here's what the Reaper predicts for FHM: their web site eventually veers into Playboy territory, carrying "enlargement" ads and who knows, Spanish fly? The magazine continues on its path towards Juggs/Black Tail territory until Emap, realizing that they were crazy ever to stick around in the US, puts the poor title and Dana Fields out of their misery (with a little assistance from yours truly).