News Release

FHM Online Hooks Up with Gorilla Nation to Rep U.S. Advertising

For Immediate Release
FHM Online Hooks Up with Gorilla Nation to Rep U.S. Advertising
New York, NY – April 16, 2007 – FHM Online (www.fhmonline.com), the premiere daily
destination Web site that succeeds FHM magazine, has signed a representation
agreement with Gorilla Nation, the world’s largest online ad rep firm. Gorilla Nation
(www.gorillanation.com) will represent Emap Metro LLC’s FHM Online in the U.S., with
exclusive rights to all motion picture, DVD, and TV advertising as well as exclusive sales
to 60 leading brand marketers.
FHM Online now reaches more than a million unique visitors per month and will become
a key component in Gorilla Nation’s male lifestyle vertical market offering of over 20
million unique male visitors per month.
The evolution of the world’s largest men’s lifestyle magazine into an all-digital brand in
the U.S. underscores the significance of the Web as today's primary source of
entertainment for young men in the 18-34 year-old category. FHM Online will be taking
its core brand values—funny, sexy and useful—in an interactive direction to create a
uniquely engaging user experience. The site features a new design with wider editorial
coverage, including entertainment, sports, gaming, gadgets, advice, video, user-
generated content, customizable email news, and, of course, beautiful women. Several
unique mobile initiatives are also in development.
“As an all-digital brand, FHM Online provides marketers targeting young men endless
possibilities for creative integration,” stated Scott Kritz, Editor-in-Chief, FHM Online. “The
vast majority of brands advertising with FHM Online represent products and properties
that resonate with our readers. That seamless fit between advertising and editorial frees
us to carry out a wide range of unique and integrated initiatives for our advertisers. Now
with Gorilla Nation at the helm of our sales efforts, the creative opportunities for

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advertisers on FHM Online will be unparalleled. Gorilla Nation's proven track record in
the digital marketing arena sets them apart from others in the industry and makes them
the ideal media partner for FHM Online.”
“FHM Online is a huge win for us,” added Brian Fitzgerald, Co-founder and President of
Gorilla Nation. “We’ll be able to leverage their audience in the context of a larger
aggregated vertical market and get them out in front of key agency decision makers.
We have a history of representing several leading men’s Web properties that are pure
online properties, so we’re excited to have such a well-established offline brand, such as
FHM, to round out our men’s lifestyle offering.”
Highlights of Emap's U.S. division of FHM-in-digital include uniquely entertaining content
choices reflecting both broad and deep editorial coverage. The new homepage includes
FHM’s Daily Dose, spotlighting the site’s newest offerings including news, interviews,
blog entries, Girl of the Day and Beer of the Day. The Big Eye on the Web portal, a
collection of links to videos and photos of everything from the outrageous to the sublime,
has already become a popular feature driving repeat visits. The Sports channel features
exclusive interviews and blogs from a number of pro athletes, and will soon grow as
FHM Online and the WWE team up to create a behind-the-scenes blog written by its
wrestlers. The Hombre section is a lifestyle channel covering electronics, cars, health,
fitness, fashion and grooming. Video is a huge new part of the brand’s online presence,
with special features such as Jackass bad boy Bam Margera’s bachelor party, filmed by
MTV as part of its Bam’s Unholy Union reality show, made available through FHM
Online. And Jenny McCarthy’s hugely popular Joy of Sex video column also continues.
Major men’s lifestyle brand marketers have already flocked to the site, with major online
ad campaign successes from Cuervo, Kraft, Miller Lite, Sony and Champs Sports.
Branded video content is also currently being offered as a “beyond the banner” form of
online promotion. For example, a pre-roll video ad for the film Ultra Violet featured a
custom segment with the film’s star, Mila Jovovich, in which she welcomed users to the
site and introduced the new FHM WebTV channel. And Atlantis Resort on Paradise
Island, Bahamas is currently utilizing an integrated promotional sponsorship to tie in with
FHM's latest Digital Darlings search to discover the Web's most beautiful women. Last
year's 2006 competition garnered over 16 million votes in just 34 days.

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Upcoming features representing near-term advertising and promotional opportunities
include the 100 Sexiest Women in the World, a user poll selecting the 100 sexiest
female celebrities; Miss FHM, featuring over a hundred girls-next-door who've appeared
in FHM over the past year who compete for the coveted crown of Miss FHM 2007; and
the UFC Locker Room, where FHM and the UFC are teaming up to create an exclusive
behind-the-scenes blog in which many of the league’s most prized fighters share with
FHM users what it's like to live and compete in the Octagon as a mixed martial arts
superstar.
About FHM
FHM Online is published by Emap Metro LLC and controlled by Emap Consumer Media,
a division of Emap plc. FHM was launched in the U.S. in February 2000 and exists today
in America as an all-digital brand via FHMonline.com and several mobile programs. FHM
is in 30 countries worldwide, with websites, magazines and a TV channel spanning such
territories as Australia, China, Croatia, Denmark, Estonia, France, Germany, Hungary,
Indonesia, Latvia, Lithuania, Malaysia, Mexico, the Netherlands, Norway, Philippines,
Portugal, Romania, Russian, Singapore, Spain, Slovenia, South Africa, Sweden,
Taiwan, Thailand, Turkey, the United Kingdom and the United States.
About Gorilla Nation Media, LLC
Gorilla Nation is the world’s largest online ad sales rep firm. The company exclusively
represents over 500 leading web publishers, and sells integrated media and promotional
programs to Fortune 500 brand advertisers. Working closely with its web publisher
partners, GN’s expertise within select vertical markets provides advertising clients the
ability to build high impact, integrated, rich media programs across one or more
properties to deliver superior audience reach. The company is committed to delivering
exceptional customer service, optimization and execution of creative media and
promotional programs. Founded in 2001, Gorilla Nation is headquartered in Los Angeles
with offices in New York, Chicago, and Toronto.
CONTACT:
JR Futrell
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212.201.2833
or
Frank Simonelli
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310.449.1890 x 251
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