Same parent company, completely different target demographics. Sadly, it seems like the Eros Comix ad is more in line with the publishing mentality at Heavy Metal than the main Fantagraphics line (as offered here).

I do find it fascinating that Los Bros Hernandez made the art for both ads. They really are the artists that define Fantagraphics, aren’t they?  

(Heavy Metal issue #194, July 2001 – Page 22 Fantagraphics ad & page 71 Eros Comix ad)