Managing global expansion of media products and brands: A case study of FHM

Doyle, G. (2006) Managing global expansion of media products and brands: A case study of FHM. International Journal on Media Management, 8(3), pp. 105-115. (doi: 10.1207/s14241250ijmm0803_1)

Abstract

By focusing on the case study of For Him Magazine (FHM)—a magazine that currently sells in 30 editions across 5 continents—this article explores the economics and main managerial challenges associated with global expansion of media products. The success of FHM demonstrates that, to calculate the full returns available from the brand image created by a magazine title, publishers will take into account not only opportunities for domestic and international exploitation of the magazine, but also the potential to extend the brand across additional media platforms and additional complementary product markets. This study focuses on how global expansion of FHM has been managed.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Doyle, Professor Gillian
• Authors: Doyle, G.
• Subjects: H Social Sciences > HF Commerce; P Language and Literature > PN Literature (General)
• College/School: College of Arts > School of Culture and Creative Arts > Theatre Film and TV Studies
• Journal Name: International Journal on Media Management
• Journal Abbr.: JMM
• Publisher: Routledge
• ISSN: 1424-1277
• ISSN (Online): 1424-1250
• Published Online: 13 November 2009
• Copyright Holders: Copyright © 2006 Routledge
• First Published: First published in the International Journal on Media Management 8(3):105-115
• Publisher Policy: Reproduced in accordance with the copyright policy of the publisher