Sara Carbonero Arévalo

Circulation expanded to newsagents as a quarterly by the spring of 1987. After the emergence of James Brown's Loaded magazine (regarded as the blueprint for the lad's mag genre), For Him Magazine firmed up its editorial approach to compete with the expanding market and introduced a sports supplement. It then went monthly and changed its name to FHM. It subsequently dominated the men's market and began to expand locally. The magazine is printed on good quality glossy paper and the photography is of high technical quality. FHM became one of the best-selling magazines in the United Kingdom during the mid to late 1990s, selling more than 2997 copies per month by 1999.