MH introduces itself as the largest mens health magazine in the world
2) What does the introduction suggest about the representation of masculinity in Men's Health's?
"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." This opening statement by MH indicates that they focus on portraying a stereotypical image of masculinity
3) How do the print statistics for Men's Health compare to GQ and Esquire?
CIRCULATION
TOTAL ABC
4) What is the difference between circulation and readership?
Circulation is how many people actually buy the magazine, while readership is how many people that read it.
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].
Mens health circulation: 180,000
AB Readership: 643,000
ABCI Readership: 321,000
6) How do readers generally interact with the digital version of the magazine?
Highest percentage of people view mens health through their smart phones at 68%
Second highest of viewers read mens health through computers at 21%
Third highest of viewers is through tablets at 11%
7) How many people do Men's Health reach across social media platforms?
1 million people are reached through social media
Facebook: 94k
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?
Collectively mens health readers spend 1.1billion on fashion, their philosophy is "stylish, individual, contemporary and 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?
The average watch collection value is at around £4.3K, what this would mean is that mens healths audience demographic is most likely at around the ABC1 group, which would imply that the audience is wealthier than the average man (most likely middle or upper middle)
On average mens health users spend £54 million on watches every year, showing that the mens health main audience is most likely older than 16, around the ages of 25 to 30.
11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?
73% of readers moisturise daily. considering that moisturising was previously seen a feminine thing, this shows the changing idea of what it means to be masculine.
12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?
The media pack suggests that their main reading audience spends roughly £238 million on sports wear, running shoes and swimwear, and £702K
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?
Synchronised: Synchronised is a watch centred brand extension designed to target a watch aficionado niche
Epicure: This one revolves around food techniques and recipes
Urban active: High end sports apparel
14) What do the Men's Health luxe magazines suggest about the demographics and psychographics of the Men's Health audience?
It suggests that the demographics and psychographics may be changing or shifting towards a more higher class or luxury market. Chances are the age demographics would be around 25 to 40 since anything younger would most likely would not be able to afford what the sub brands are offering.
15) What additional brand extensions do Men's Health offer?
Survival of the fittest is quite large brand extension that's garnered substantial public support
16) What are the global statistics for Men's Health?
- International editions: 37
- Countries published: 60
- Global circulation: 4.5 million
- Global readership: 26.7
- Websites: 25
- Uniques: 23.7 million
- Social Media Footprint: 19.3 million
17) What does the 2017 calendar editorial specials suggest about the Men's Health audience?
The large amount of fitness centred articles and advertisements, it would suggest that the audience is quite self conscious
18) What audience pleasures are offered by the magazine?
Identity and surveillance are the most likely two pleasures, surveillance due to the information given by the magazine and the articles featuring personal stories would be personal identity
19) What lifestyle and job would you expect the average Men's Health reader to have?
Anything within the ABC1 bracket e.g. an office job
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?
Their online presence most likely is playing into their success.
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