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)

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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
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 & Humanities > School of Culture and Creative Arts > Theatre Film and TV Studies
Journal Name:International Journal on Media Management
Journal Abbr.:JMM
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

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