The Bonnier-owned publishing house that publishes FHM in Scandinavia, announced this week that it had decided to close the Swedish edition of the male mag.

'The mag faced too much competition, not from the other Swedish male mags, but from the internet,' said editor-in-chief Tobias Wickström. Other commentators said the mag simply failed to grab a satisfactionary market share in a crowded market.

Now, this is where it get's interesting: I'm currently testing the webagent Cision is offering companies to monitor the Scandinavian blogosphere with. I must admit I'm not very impressed so far, it seems like the combination of my own (free) keyword searches and RSS-feeds is more effective, but Cision's webagent did throw up this amusing reaction to FHM being pulled from the Swedish market (my translation):

I'm worried about my little brother
FHM is folding and my thoughts go to my little brother Max and his abundance of testosterone. FHM is God and Max is his apprentice. He even has a FHM calendar on his wall (and changes months if he thinks the current month's chick is ugly). I hope he survives this with his health intact. I don't want him to become any more funny than what he already is. I will have to call mum and consult with her, perhaps we have to set up some sort of a crisis- and emergency facility.

From Interessesmurfen