There are 6.

5m men in the UK aged 15-30 and they are perhaps the first
generation of consumers that have had real choice in their media consumption.
Media choices are limitless whilst TV is still a significant channel of influence in
their lives it is increasingly being squeezed out by other distractions. Facebook,
MySpace, Wii, mobiles, hobbies, commuting and socialising all vie for young
adults attention. The quality of the time is decreasing; according to the Kaiser
Family Foundation, 25% of high school pupils are actively involved in another
form of media such as handheld games, internet etc whilst watching TV or
listening to music. Add to that the increasing fragmentation of media channels
and we are left with an audience who chooses what to engage with rather than
passively absorbing it. PR agencies and their clients are quickly finding that the
15 to 30 year old male is in many ways an ideal consumer. Many are employed
full-time, perhaps for the first time in their lives, but are often not tied down by
mortgages, retirement funds or household bills. So they have more disposable
income to spend on wants rather than needs girl/boyfriends, drinks, food,
entertainment, gadgets, cars, and fashion.

Encouraging Interaction with Your Brand From Men (15-30)

We need to move from seeing customers as destinations for our marketing

messages to treating them as partners in its production Dan Pankraz DDB

Young men seek out brands that create activity specifically for their target
market - events, content, marketing embedded into products or new ways to
connect and socialise. The most successful brands in this marketplace create
new trends, collaborate with other brands and bring real value to the consumer
experience, creating something worth talking about. They are more likely to buy
a product that does something for them; the purchase is emotional and is
justified afterwards with logic. Due to the astonishing number of media choices in
todays marketplace the young mens audience doesnt wake up thinking about a
brand, brands have to earn their attention on a daily basis. According to new
youth research, gaining attention is a marketers key goal this year. Young
audiences only process 5% of the marketing information they receive at any one
time this means that your brand has to be worthy of this 5% and create a
meaningful dialogue with them. Trust and authenticity are also massively
important in todays mens 15-30 market, they dont want everything for free
they want to believe that your offering is honest and believable. Transparency in
pricing and offer are key to winning long term trust in this marketplace. In short,
young people have grown up expecting to have a voice in the brands that touch
their life.

Mobile Adverticing
Technology continues to challenge what is possible and often it is youths that are
at the cutting edge of its progress SMS, ringtones and mobile social networking
were all discovered and nurtured by students. According to the latest reports
youth in 2010 will be the first generation in the post digital economy that the
retailer will know by name this is all down to the rise of mobile advertising.
Through the use of couponing and payment systems retailers will not only be
able to identify patterns of behaviour but will also be able to identify shoppers by
name and profile.

There are 6.5m men in the UK aged 15-30

Clothes:

2.4m men agree that they really enjoy shopping for clothes 36% of the market

1.7m men agree that they spend a lot on clothes 26% of the market

2m men say that they only buy fashionable clothes 31% of the market

In the last year male 15-30s have spent in excess of 466m on menswear

Sport:

6m men aged 15-30 have an interest in sport

Sports of interest:

28%: athletics

19%: basketball

25%: cricket

59%: football

16%: martial arts

28%: motor racing

 20%: rugby league

28%: rugby union

29%: snooker

30%: tennis

Gadgets

55% of this audience love to buy new gadgets and appliances this is 3.5m men

Purchases in the last year:

210,000: hi-fi system

253,000: DVD or Blue Ray player

127,000: DAB radio 320.000: MP3/4 player

216,000: camera

Socialising

A fifth of this audience believes that the point of drinking is to get drunk'

53% like to try new drinks 3.4m adults

48% really enjoy a night out at the pub

32% really enjoy going out to get drunk

Media Choices

A third of this audience are heavy newspaper readers

Only 3.9% are heavy ITV viewers (4+ hours a day), this rises to 61% for light viewers (1 hour a day)

25% are heavy Channel 4 viewers and 87% watch cable/satellite at various points throughout the week

27% are heavy cinema-goers (1+ times a month) and nearly half a million are heavy commercial radio

listeners (>15hrs a week)

18% are heavy internet users (once a day+)

fhm. (2013). Advertising to Men . Available:

http://www.getmemedia.com/DB/audience-insight/advertising-to-men-15-
30.html.
Tell us about the Opportunity / What is it?
FHM is the UK's biggest selling monthy and is quickly establishing itself as the
largest men's magazine in the world. Packed with the funniest, sexiest and most
useful information, FHM is now a must read for British men every month. Every
issue features the sexiest women in the world, along with all the best in music,
movies, sex, health, fitness, gadgets and fashion. The typical FHM reader has a
strong sense of adventure, fashion and fun. The target reader is a 26 year old
man, with a core target of 15-34 year olds.
What is the Marketing Objective?
To raise awareness of your brand with the hard to reach young male audience.
How does it work?
FHM can offer brands cross media advertising opportunities. Magazine
opportunities include cover ads, full, half and quarter page ads, bound-ins,
inserts and tip-ons as well as opportunities to sponsor special features or
particular sections within the magazine throughout the year. Beyond the page,
FHM offers online advertising on www.fhm.co.uk which attracts 1,800,000 unique
users and 32,400,000 page impressions per month or you can target our 232,000
email newsletter subscribers. Also available is the opportunity to sponsor FHM
events such as 100 sexiest & High St Honeys.
Who's used it in the past?
Brands who have used FHM include Aftershave (Boss and Lacoste), Cars (Ford
and Vauxhall), FMCG (L'Oreal and Coke). When L'Oreal launched their new men's
range through sponsoring the FHM fashion section they saw a 10% increase in
brand awareness and a 5% increase in sales.
Features / Benefits
The FHM reader wants to be entertained without wasting his time and most of all
he wants ammunition to stay ahead. If this is your target market we have a
fantastic cross media brand that will reach them at different levels. Being part of
the Uk's top male media brand, potentiallly across a number of platforms:
Reaching your target audience in 'their media'. FHM is the biggest selling
monthly men's magazine in the UK and is quickly establishing itself as the
biggest men's magazine in the world.
Guide Price Reach & Frequency Target Audience Media Types
51k to 100k 1,571,000 adult readership each month!
16 - 24
25 - 34 Male
AB
MAGS / CONSUMER
Location Timings Marketing Objective Opportunity Type
NATIONAL All Year BRAND ATTITUDE SAMPLING
Bauer Media. (2006). FHM - the worlds leading mens brand!. Available:
http://www.getmemedia.com/ideas/fhm-the-worlds-leading-mens-brand/bauer-
media.html.
FHM which stands for: For Him magazine: is a magazine that man read to learn
about how to get fit with the FHM bionic magazine such as the image above and
celebrity gossip in the normal mag. I am going to describe media audiences with
each of the terms.
Gender
This magazine is for the male demographic because first, the words FHM means
for him magazine which indicates the male audience and that the magazine itself
has all man in it all doing sports and telling you how to do it with only about a
few females, example in the magazine Jess Ennis who won five medals in the
Olympics which indicates it's targeting a male demographic.
Sexual Orientation
FHM does not discriminate on any Sexual Orientation such as under
heterosexuality, homosexuality, and bisexuality, the magazine studies the Sexual
Orientation of different celebrities such as profiles on certain pages of the
magazine but still respects who the celebrities are without going too deep in
detail.
Age
There is no age restriction on FHM so anyone can read. The fact file shows that
the average of people who read FHM is around 28 in age.
Standard Occupational
The average income of people who bay is mag is around 8.519 so that will be in
the Occupational A for over 5.000.
Psychographics
The fact file pretty much tells the personality and interests of what the people
who read the FHM magazine is like such as the what they think of them selfs
and their jobs.
Geodemographic
FHM is a UK magazine so the people who are going to read this is going to be in
the UK.
phillip. (2013). media audiences. Available:
http://philrcocker.blogspot.co.uk/2013/04/fhm-media-audiences_18.html