FHM prides itself in having a significant number of female readers, even if it was originally created with male audience in mind. An insider claims that as much as 40% of their readers are women. (unofficial)
Whether it is indeed successful in catering to female readers as well (or turning them off), let us check from the women who make up FHM if they themselves feel exploited or empowered.
The Sex Guru
Referred to as the country’s “sex guru,” Asia Agcaoili, a self-confessed exhibitionist, exposes herself and her broad experience in her regular FHM column Sex Confidential – Asia’s Sex Lessons. In her monthly space, she explains the “technicalities” of, well, sex. Majority of her columns are how-to’s of sex and how to please women (sporadic advice on how to keep relationships aside). Agcaoili is also the endorser of Premium Condoms, and has never fayed in reminding her readers to always be protected whenever they have sex.
The Babes. The Girlfriends of the Month. The Girls Next Door.
Where do these women who pose for the magazine come from? And a bigger question: Why do they choose to take off their garb?
The featured lasses in the magazine are celebrities, models, artists, musicians, or ordinary but anatomically-blessed ladies. Why pose in their underwear? Well they certainly are not in it for the money. Contrary to what people might think, the girls get zero talent fee. In return, instead, they get media mileage. With more than half a million monthly readership, those who used to be dreamers grab at their chances, however slim, to be “discovered”. For young celebrities, it is their chance to recreate a new image for themselves. Appearing on a men’s magazine signal their transition from teenybopper to serious actress who’s ready for sexier roles. Then for models, a photo shoot is a photo shoot. It is chance for them to expand their portfolios. And yet for some, doing the deed was something simply “experimental”.
Just how comfortable are Filipina women with shedding off clothes and posing in front of the camera? Some first-timers:
Cesca Buenaflor (September 2007), a Filipina model who now lives in California and has appeared in some hiphop music videos admitted she had never thought that she would pose for FHM. “I was skeptical at first but then I met the whole crew and realized how chill everything was. I’m glad I did though. I thought it was about time for me to feel comfortable in my own skin.”
Beng Calma (June 2007), the vocalist for the band Drip, disclosed that she came from a “conservative” family. Posing for FHM was “pretty okay,” adding: “It doesn’t feel like a malaswa or crass shoot… I just wanted to do something I’ve never done before… something different.”
Brenda Bustamante (July 2007), a part time model and bartender said after a sexy photoshoot, “It’s my first time to do this, and before, when I buy FHM, I was like, ‘Ohmigosh, maybe one day, I can be one of them,’ so now I’m so glad. I think it’s very classy, glamorous, sexy, and hot.” However, she never pictured herself taking it all off. “Only until topless, but covered.”
Erica Arlante (June 2007), a passionate artist and painter, had admitted doing nude before. “But those were for artistic purposes. I only do things like that for art, which I take very seriously.”
In the end, the models themselves draw the line on how sexy they want to be. The models always have a choice. They can choose what to show, and what not to show. Gaby dela Merced appeared on the cover of FHM March 2007 issue wearing a racing jacket, racing shorts and boots to reflect her penchant for fast cars – an issue that admittedly sold lower sales than normal, as the normal issue has a two-piece bikini-clad celebrity on the cover. This is proof that the more skin that is revealed in the cover photos, the better it can attract the buying power of the public – a tactic that FHM uses surreptitiously.
The readers
And then there’s the female audience. Women readers, through email, kiss and tell of their steamiest sexcapades to fill up the spaces of Ladies Confessions. Then in the Shameless section, ordinary people have the chance to get their “sexy” photos published. Avid female readers send letters of requests, along with their daring pictures (mostly curves but faceless), to be published in mini versions—enough to satisfy their exhibitionist deviances.
FHM, more than a magazine that primarily appeals to men, has become a vehicle for displaying a woman's self-confidence. Women are now more comfortable expressing their sexuality, with a men’s magazine as an outlet. There may be various reasons: whether they get a boost seeing themselves in bold colors and capturing a testament of their youthful beauty, the urge to hop on the bandwagon (“It seems like everybody's sending their hottest photos and getting published, so I'll send mine too!”) on their fast lane to fame, or the thrill of the media voyage, FHM has successfully offered an escapist, but permanent conduit for these sexually-confident women as it welcomed the sexual emancipation of the rest.
“If you have it, flaunt it! I’m very very happy for you for celebrating your beauty and your freedom of expression.” Asia Agcaoili has probably summed it best. ■
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