Creativity as Branding
an Analysis of FHM China’s Innovative Editorial Strategy

"An examination of FHM China and interviews with Chinese magazine journalists reveal the importance of creative editorial principles in Chinese consumer magazines. Launched in 2004, the men’s magazine FHM China has become highly profitable by relying on both circulation and advertising, as opposed to other high-end consumer magazines in China, which rely solely on advertising revenue. In addition, FHM China built a brand profile in just three years and is thus considered a major creative and cultural success. The magazine’s accomplishments are due in part to editors strategically positioning the publication in the men’s magazine market and implementing an editorial strategy of serving your readers. For the FHM China model, content is king." [Information des Anbieters]