The magazine, the fastest growing consumer lifestyle title in the country, has become something of a legend in local publishing circles since its launch two-and-a-half years ago. Its editorial formula of sexy female celebrities and men's lifestyle interest features laced with humour have taken it from zero to more than 75 000 copies per month in a market which has seen other male interest titles stumble.
Bierbaum, who halted work on his own novel to accept the editorship of the magazine, is leaving to pursue his interests in writing and other media. "My job was to launch FHM successfully in South Africa and I believe I have achieved that. Rather than renew my contract, I have decided to pursue my own creative and business interests from the end of September."
Commenting on the identity of Bierbaum's replacement, publisher Louis Eksteen admits that the field is still wide open although the magazine has already conducted some "exploratory discussions with candidates.
"FHM is a very successful brand that our team understands well," explains Eksteen. "One doesn't mess with a winning formula."
According to Bierbaum, the launch phase of FHM has been successful beyond anybody's expectations and the brand is now firmly established in South Africa. "I am leaving behind the best editorial team in the country, who will continue implementing the successful formula of sexy, funny, useful and relevant content to the same high standards. I am confident that with continued marketing support, FHM South Africa will maintain its excellent circulation growth."
Praising Bierbaum, Eksteen said: "Neil has done a fantastic job with FHM in getting us to our current circulation figure and his successor has the challenge of producing a comparable editorial deliverable whilst setting a new sales benchmark."
