Men's Health - Audience blog tasks

Read the Men's Health Media Pack in full to get a good idea of the demographics and psychographics for the Men's Health target audience then answer the following questions:

1) How does the magazine introduce itself?
"Men’s Health is the biggest-selling men’s lifestyle
magazine, both in the UK and worldwide.

It’s success is built on a winning editorial formula which
combines visually-engaging health, wellbeing and
nutrition features with premium content covering
fashion, grooming, watches, tech and travel."

2) What does the introduction suggest about the representation of masculinity in Men's Health's?

They provide traditionally masculine topics for the everyday gentleman.  

3) How do the print statistics for Men's Health compare to GQ and Esquire?

It has a higher Circulation and the readership is higher class.

4) What is the difference between circulation and readership?

Circulation- How many copies are being sold
readership- who reads the magazine 

5) What was the circulation of Men's Health in thousands at the time this Media Pack was published? What about the readership for ABC1 men? AB men? [Note: this Media Pack was published in 2016 and some of the figures have fallen since then. Up to date circulation figures can be found at the top of this blog post].

"Men’s Health (UK edition) has a circulation of around 120,000 (down 16% year-on-year and including 40k free copies) and a readership of closer to 1 million."


6) How do readers generally interact with the digital version of the magazine?

562,000 monthly users (comscore)
1,200,000 monthly users (GA)
1,924,000 monthly page views


7) How many people do Men's Health reach across social media platforms?

FACEBOOK
944K

TWITTER
285K

INSTAGRAM

66K

8) What is the audience profile for Men's Health readers? 

 905K ARE ABC1, AGED 25-44
 700K HAVE A DEGREE


 200K EARN OVER £50K

9) What is the Men's Health fashion philosophy? How much do Men's Health readers collectively spend on fashion?

Men’s Health readers spend £1.1bn on

fashion a year (more than 3 times that of GQ)*

OUR FASHION PHILOSOPHY
STYLISH
INDIVIDUAL
CONTEMPORARY

WEARABLE

10) What is the average watch collection value for the Men's Health audience? What do the statistics about watches suggest about the Men's Health audience demographics and psychographics?  

Suggests they're aspirers in the ABC1 bracket. 

£4,123 

11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?

73% 

Readers are not toxic in their masculinity. 

12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?

Men’s Health readers are fitness evangelists and

early adopters of tech.

13) Men's Health luxe is a series of magazines distributed with Men's Health targeting a specific aspect of the Men's Health audience. What are these three brand extension magazines called and what do they cover?

URBAN ACTIVE
Sports-luxe fashion magazine produced in
partnership with Harrods showcasing the
continuing trend for high-end performance
fashion apparel

SYNCHRONISED
Now in it’s 8th year, our annual watch special
is produced with the industries leading
horologists and is a must have buyers-guide
for amateurs and aficionados

EPICURE
Showcasing the best in food, drink,
restaurants and kitchen skills for the man
interested in cooking from scratch,
provenance and fine dining



14) What do the Men's Health luxe magazines suggest about the demographics and psychographics of the Men's Health audience?

They enjoy all the finer things in life, meaning they're achievers and succeeders.

15) What additional brand extensions do Men's Health offer?

They have a fitness and health product range. 

16) What are the global statistics for Men's Health?

Global Statistics:
International Editions 37
Countries Published 60
Global Circulation 4.5M
Global Readership 26.7M
Websites 25
Uniques 23.7M

Social Media Footprint 19.3M

17) What does the 2017 calendar editorial specials suggest about the Men's Health audience?

They care about their appearance more than a traditional man would.

March Feb 32pp bound in Guide to Style               August Jul Adventure Special
April Mar 32pp bound in Urban Active                   Sept Aug 32pp bound in Guide to Style
May Apr Tech Special                                           Oct Sep + Urban Active Mag
June May + Gym-free Transformation Guide          Nov Oct + Epicure Mag
July Jun 30-Day Beach Ready Countdown              Dec Nov + Synchronised Mag


18) What audience pleasures are offered by the magazine?

information/ surveillance about health 
distraction
personal identity with the lifestyle on show
personal relationship with the mag itself 

19) What lifestyle and job would you expect the average Men's Health reader to have?

high paying job, perhaps a bachelor with disposable income.  

20) Why do you think Men's Health has managed to (just) remain profitable when many other magazines have struggled due to the rise of digital media?

Because they diversified into digital media instead of remaining just print.