London-headquartered Emap is in bullish mode about the US version of its lad-mag FHM.

Launched as a bi-monthly in February with an ad rate base of 225,000, the title will go monthly as from September with an increased rate base of 400,000.

On the news-stands, FHM competes with another UK immigrant, Dennis Publishing’s runaway US lad-mag sector leader, Maxim.

News source: Advertising Age - Daily Deadline