Innovating in online journalism - but not where you'd expect

[Keyword: online journalism]. It would be easy to overlook 'Lads' Mags' in looking at online journalism, but a quick tour around the likes of FHM.com brings up some innovative uses of the medium. The site makes particularly strong use of video - showing, if nothing else, that they know exactly what their readership wants. The centrefold shoot? So old hat. How about the video of the centrefold shoot? How about photo galleries? Screensavers? Desktop wallpaper? An email newsletter? Yes, it's all as titillating as you'd expect, but add in Web TV, mobile content and FHM on your PSP and you can't argue they're not making the most of the medium.