This is what happens when you're the weaker brand....

Emap Consumer Media, owned by Emap in the U.K., announced this morning that it has suspended publication of the U.S. edition of FHM, which launched in 1999 during the height of the "laddie" magazine craze. Always second to Maxim Magazine in the U.S., FHM was to act as a launch pad for more trendy Emap titles such as Q, the hot British music monthly published in the U.K. In a statement, Emap CEO Paul Keenan said, "Trading conditions in the U.S. market have deteriorated over the past 12 months and we do not expect an improvement in the near term. In these circumstances we do not anticipate that the title would be able to trade on a profitable basis going forward." Keenan further noted, "The magazine has battled to establish a profitable presence in a hugely challenging and competitive market. With conditions in the U.S. worsening, we have decided to focus our resources elsewhere on faster growth platforms."

FHM's total paid and verified circulation fell 3.2 percent to 1.25 million in the first half of 2006 compared to the year prior, according to the Audit Bureau of Circulations. Newsstand copies fell 6.6 percent. Archrival Maxim rose 1.9 percent to 2.58 million in the same period. Single-copy sales fell 14.1 percent. As for ad pages, in 2006 FHM was down 21.4 percent to 735.

I can personally I'm not exactly in tears over FHM's demise. They were always at the bottom of the "Gentleman's" magazine market, pandering to brands like Maxim, Playboy, GQ, and others. I say good riddance. The only good thing they ever did for me was publish one of my stupid friends pictures in their magazine, which gave us good laughs for a few hours.

-Adam Herzog