New look FHM does well

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Editor Hagen Engler says, "The design uses clean, stylish new fonts for a fresh, streamlined feel. The new pages also use an asymmetrical column grid that allows for more sidebars and enables us to accommodate more content and give fans increased value per page."

New sections in the magazine include FHM Access, FHM Filter, FHM features and FHM Upgrade, each edited by a staffer. "Ebrahim Moollla edits Access, Gordon Laws is the Filter section editor and Louis Raubenheimer is the editor of Upgrade. This gives staff more direct input into the composition of the magazine and helps us to develop young talent, while giving the magazine more diverse voices," adds Engler.

"Influenced by feedback"

"The new design will obviously be influenced by feedback we receive from fans as it is an organic publication that grows according to the needs of the readers. So we look forward to seeing it evolve as much as everyone else.

"We'll make even further improvements as we go along. We already have a few visual tweaks in mind and some numerical devices we'll incorporate into the Filter section to make it look more interesting. Also, the idea is to be open to any new content and to make space for anything that'll make for a more entertaining magazine."

Since launching the redesign with the August issue, he says that the feedback has been overwhelmingly positive. "It's hard to tell whether that was due to the redesign or the football-themed cover shoot. We'd like to think it's a bit of both," he concluded.

The September issue featuring its Sexiest Woman in the World 2010 (Roxy Louw) on the cover is on sale now.