'Heteropolitans' dump topless babes' mags for men's health titles.

Byline: ANI

London, Aug 14 (ANI): Lads mags may not be the only choice of British men, for Men's Health has replaced FHM as England's best-selling men's title.

The fitness magazine has raised its monthly circulation to 250,247, while FHM is down 16.2 percent in a year to 235,027.

And according to Mike Shallcross, deputy editor of the magazine, the credit goes to the new "heteropolitan".

"Our core reader is the heteropolitan man. Late twenties to early thirties - aspirational, stylish rather than fashionable, he wants to stay in shape without sacrificing his weekend pints," Sky News quoted him as saying.

He said: "He either has children, or wants to have them in the future.

"He doesn't want topless Hollyoaks girls or expensive cufflinks but solid actionable advice on health, fitness, career, nutrition, mental health and style. What men want from magazines has changed."

He insists that women magazines haven't improvised much.

"Lad mags haven't really evolved in the last 10 years and it's difficult to persuade someone in that market to go to a newsagent and part with 3.90 pounds for pictures of minor film stars or Page 3 Girls they can source for free on their laptop," he added.

Managing director Geoff Campbell told The Times: "Our magazine is for people who want to get a bit fitter but aren't obsessed by their pecs and their abs.

"FHM readers spend less time looking in the mirror like Men's Health readers and more time looking at the outside world.

"Comparing the two magazines is like comparing chalk and cheese. We are still number one." (ANI)

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