The online 'glossy', which went live at the end of 2002, has now joined forces with Sonic Marketing to encourage advertisers, after running free trial adverts for Adidas and Lee Jeans.
Fmagazine is noted for its traditional layout, similar to that of print magazines and allows readers to 'turn' its pages rather than scroll down or click on links.
With a preference for the hard copy style online, the magazine's adverts will follow the same formula as their print counterparts with full-page campaigns.
"The beauty of full-page adverts is that they are part of the content of the magazine. Our layout can be played with and people can actually enjoy the adverts," said Fmagazine Publisher, Luca Bosurgi.
"We want people to enjoy the magazine, to be entertained and to see the adverts we have as part of that experience. Pop-up and banners adverts are not good on an entertainment site like ours. They do not fit."
Fmagazine defies the convention of internet titles opting for a more relaxed approach to browsing. The publisher has no plans for a subscription charge nor for a deadline for new issues.
"We like to see the magazine evolve, we add new features all the time rather than changing the content weekly or monthly and our way of advertising reflects this. It is unique," Mr Bosurgi told dotJournalism.
Sources:
http://www.brandrepublic.com/digitalbulletin/news_story.cfm?articleID=176653&Origin=DB08042003
http://www.fmagazine.com/fmv3/Fmagazine.html
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