Magazines: Men's Health - Audience
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?
It creates assumption about men and what their priorities are and not. It categorizes all men to think topics like fashion and grooming is significant to them and creates a sense of hypermasculinity.
3) How do the print statistics for Men's Health compare to GQ and Esquire?
MH is significantly higher then GQ and Esquire and there is a higher value for ABC1 men
4) What is the difference between circulation and readership?
Circulation is the actual number of copies printed and distributed. Readership is an estimate of how many people read the magazine in total (also known as readers-per-copy). For Men’s Health, copies in a gym or waiting room will be read by many different people.
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.
ABC1 men: 64%
AB men: 32%
C2DE: 36%
6) How do readers generally interact with the digital version of the magazine?
Readers tend to more often use their phones since it shows 68 percent of the readers use a mobile phone.
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
OUR FASHION PHILOSOPHY
INDIVIDUAL
WEARABLE
STYLISH
CONTEMPORARY
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?
Men's health audience spend 54m on watches. An average watch collection value is £4,123.
Shows how the audience is ABC1 and can spend a lot of wealth on watches.
11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?
73 percentage use moisturise daily which shows the readers arent very hypermasculine and takes skincare as both for men and women.
12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?
They are early adopters of tech and are fitness evangelist.
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 its 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?
The audience should have a good sense of fashion, buy latest watches and be into cooking.
15) What additional brand extensions do Men's Health offer?
Survival of the Fi"est is the biggest urban adventure race series in the UK with 15,000 entrants across 4 events nationwide and a supporting TV, magazine, digital and social campaign reaching millions
16) What are the global statistics for Men's Health?
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?
Suggest how their audience are active and adventurous ready to take on a challenge.
18) What audience pleasures are offered by the magazine?
Surveillance
Gain information about many topics for example health
Personal Relationship- Relate to the magazine and see their lifestyle through the magazine.
19) What lifestyle and job would you expect the average Men's Health reader to have?
A job with a high salery.
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?
It has more of a variety and supports the modern view of masculinity.
"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?
It creates assumption about men and what their priorities are and not. It categorizes all men to think topics like fashion and grooming is significant to them and creates a sense of hypermasculinity.
3) How do the print statistics for Men's Health compare to GQ and Esquire?
MH is significantly higher then GQ and Esquire and there is a higher value for ABC1 men
4) What is the difference between circulation and readership?
Circulation is the actual number of copies printed and distributed. Readership is an estimate of how many people read the magazine in total (also known as readers-per-copy). For Men’s Health, copies in a gym or waiting room will be read by many different people.
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.
ABC1 men: 64%
AB men: 32%
C2DE: 36%
6) How do readers generally interact with the digital version of the magazine?
Readers tend to more often use their phones since it shows 68 percent of the readers use a mobile phone.
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
OUR FASHION PHILOSOPHY
INDIVIDUAL
WEARABLE
STYLISH
CONTEMPORARY
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?
Men's health audience spend 54m on watches. An average watch collection value is £4,123.
Shows how the audience is ABC1 and can spend a lot of wealth on watches.
11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?
73 percentage use moisturise daily which shows the readers arent very hypermasculine and takes skincare as both for men and women.
12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?
They are early adopters of tech and are fitness evangelist.
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 its 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?
The audience should have a good sense of fashion, buy latest watches and be into cooking.
15) What additional brand extensions do Men's Health offer?
Survival of the Fi"est is the biggest urban adventure race series in the UK with 15,000 entrants across 4 events nationwide and a supporting TV, magazine, digital and social campaign reaching millions
16) What are the global statistics for Men's Health?
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?
Suggest how their audience are active and adventurous ready to take on a challenge.
18) What audience pleasures are offered by the magazine?
Surveillance
Gain information about many topics for example health
Personal Relationship- Relate to the magazine and see their lifestyle through the magazine.
19) What lifestyle and job would you expect the average Men's Health reader to have?
A job with a high salery.
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?
It has more of a variety and supports the modern view of masculinity.
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