How FS readers became smarter than the average man

The FS success story continues with a shift in positioning and a stylish new initiative

Research has revealed that the FS audience is three times more likely than the national average man to wear designer clothes and believe this improves their image. That’s more than both GQ and Men’s Health readers (TGI Q1 2017). Readly stats also show more time is spent on the lifestyle content than other areas.

That’s why from the March 2017 issue, FS has adopted the strapline Fashion + Sport and boosted the space devoted to its fashion and grooming content. The brand will also be launching its Style Awards in 2017. The paper stock is improving to enhance the high-end original content, and the digital team is expanding to capitalise on its 300% traffic growth to fsmag.com last year.

Rachel Middlewick, FS publisher says: “We have so many developments in the pipeline that we’re excited about: new partnerships, digital growth and the launch of the FS Style Awards. Backed up by our reader insights through TGI and our improving market position, we’re taking an incredibly strong story to market.”

In the Jul-Dec 2016 period, FS posted an ABC of 100,467 – with 88% of those being actively purchased – retaining its position as the second highest actively purchased men’s lifestyle magazine after market-leader Men’s Health. It also closed the gap on its headline ABC print figure to under 6,000 monthly copies fewer than GQ.

The FS team puts the magazine’s success down to its to its truly engaging content distributed through a unique network, ranging from non-traditional outlets alongside traditional newsstand. By placing the magazine where young men shop, FS reaches its audience when they are in buying mode, in places reflective of its content. FS has expanded its network from high street fashion and sports outlets such as Sports Direct, USC and Flannels to include sports event such as Box Nation boxing promotions. Flannels will be opening a number of premier London outlets in 2017, which will give FS even more access to premium fashion shoppers.

Gershon Portnoi, editor-in-chief says: “These are exciting times for FS with 2017 set to be our best year yet. The new ABC figures show there is still a significant audience who are prepared to engage with a print title that speaks their language and is made available to them in their own environment.”