Men's Health Audience
1) How does the magazine introduce itself?
The magazine introduces itself and it's brand by firstly telling the potential advertisers about how Men's Health is the biggest selling men's lifestyle magazine in the UK and worldwide, which instantly gains the interest of advertisers potentially wanting to work with Men's Health.
By gaining this initial attention it then delves into what the magazine features with mention of what the advertisers may want to advertise with "fashion, watches and travel".
2) What does the introduction suggest about the representation of masculinity in Men's Health?
The introduction of the magazine gives readers an idea of masculinity being about "visually engaging health" which is what people aspire towards in the modern day as this has become the ideal image of a man, while also appealing to the female gaze. The introduction also mentions how the magazine features "nutritional features" which continues to appeal to the aspirers demographic.
3) How do the print statistics for Men's Health compare to GQ and Esquire?
The media pack refers to how the magazine is the best in the business by comparing themselves with their closest competitors which are GQ and EQ both well respected Men's lifestyle magazines. We see that the circulation of the Men's Health magazine is around 180K while their closest competitor was GQ with 117K which will make Men's Health appealing to potential advertisers as they will want to advertise on the most bought magazine for the knowledge of the adverts being seen by more people. The Media pack also mentions the number of men who read Men's health compared to GQ and EQ while also referring to the social class of these readers with most being of the high class of ABC1 with most being AB men. This is a major influencer for the potential advertisers as they will be able to recognise that the readership Men's Health possesses will be more likely to purchase products from a magazine for a high price due to having a disposable income.
4) What is the difference between circulation and readership?
The circulation of a magazine is the number of sales that are made from the retailers that sell the magazines, While the readership is the number of people that actually open up the magazine and read it, this, for instance, can be a much higher number than the circulation as magazines are typically passed around in a public space such as Gyms and waiting rooms.
5) What is the circulation of Men's Health in thousands? What about the readership for ABC1 men? AB men?
The Circulation of Men's Health is an estimate of 180,000 which is extremely high considering how the modern audience relies on the internet to give information due to the digital age we live in today where not many people read or buy print magazines due to the accessibility of the internet.
The readership of Men's Health that is of the ABC1-Men class is at 64% while the AB-Men are at 32% which shows the potential advertisers the potential money they can make by appealing to the audience that might buy products advertised to them.
6) How do readers generally interact with the digital version of the magazine?
The reader of the magazine that does not read the print magazine read the digital magazine through digital devices such as their smartphones, tablets and desktops. People read the magazine mainly from their smartphones as it is the most accessible device due to its accessibility and portability.
7) How many people do Men's Health reach across social media platforms?
Men's Health reaches people across many social media platforms such as Facebook, Twitter and Instagram while the most accessed media platform is Facebook this gives advertisers a way of using the platform to promote other companies work which will help more people view the adverts and will make advertisers want to advertise with Men's Health.
8) What is the audience profile for Men's Health readers?
The audience profile of Men's Health consist of:
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 collectively spend £1.1 billion on fashion a year. This is more than 3 times higher than its competitors.
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 for Men's Health readers has a value of £4,123. This reflects the fact that the majority of readers are in the ABC1 demographic, as it implies that the readers in this demographic would have enough disposable income to indulge in luxuries like watches. It also suggests that the readers are part of the succeeder's psychographic group.
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 Men's Health readers use moisturisers on a daily basis, this suggests that the viewership of Men's Health have a very passive view of masculinity as it revolves around hygiene and luxury which can show that the typical view of a macho man is not the desired target audience for Men's Heath.
12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?
Men's Health readers spend £238m a year on sportswear (including swimwear and trainers) and 72K have a wearable device which would mean fitness companies such as FitBit would see Men's Health magazine as being a good magazine to advertise with.
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?
Brand extensions include:
Urban Active - This focuses on the sportswear but from a fashionable point of view. This magazine showcases the sportswear that will improve your performance, as well as look good.
Synchronised - This edition focuses on watches in order to reach out to those who pride themselves on adding to their high-value watch collections
14) What do the Men's Health luxe magazines suggest about the demographics and psychographics of the Men's Health audience?
This would be readers that are in the High section of the ABC1 demographic as they see themselves being of a higher standard and class and therefore the luxe brand will help them feel in this group, helping them in the aspires demographic and allowing high-class advertisers, advertise on the luxe magazine.
15) What additional brand extensions do Men's Health offer?
16) What are the global statistics for Men's Health?
17) What does the 2017 calendar editorial specials suggest about the Men's Health audience?
The 2017 calendar suggests that the target audience for Men's Health are extremely focused and interested in developing and improving their urban lifestyles. It also seems to be planning to focus on working on no-gym lifestyles and them being replaced by 30-day programmes which would increase membership renewal as readers would like to every month's routine.
18) What audience pleasures are offered by the magazine?
19) What lifestyle and job would you expect the average Men's Health reader to have?
ABC1 - typically a high ranked, professional job (e.g. a manager etc).
20) Why do you think Men's Health has managed to remain profitable when many other magazines have struggled due to the rise of digital media?
I believe Men's Health has been successful due to its direct advertising and their large support of celebrity endorsements which make readers want to achieve the body of the celebrities to possibly aspire to have their lifestyle. To add on the direct adverting allows a successful advert campaign allowing companies to stay interested in adverting with Men's Health.
The magazine introduces itself and it's brand by firstly telling the potential advertisers about how Men's Health is the biggest selling men's lifestyle magazine in the UK and worldwide, which instantly gains the interest of advertisers potentially wanting to work with Men's Health.
By gaining this initial attention it then delves into what the magazine features with mention of what the advertisers may want to advertise with "fashion, watches and travel".
2) What does the introduction suggest about the representation of masculinity in Men's Health?
The introduction of the magazine gives readers an idea of masculinity being about "visually engaging health" which is what people aspire towards in the modern day as this has become the ideal image of a man, while also appealing to the female gaze. The introduction also mentions how the magazine features "nutritional features" which continues to appeal to the aspirers demographic.
3) How do the print statistics for Men's Health compare to GQ and Esquire?
The media pack refers to how the magazine is the best in the business by comparing themselves with their closest competitors which are GQ and EQ both well respected Men's lifestyle magazines. We see that the circulation of the Men's Health magazine is around 180K while their closest competitor was GQ with 117K which will make Men's Health appealing to potential advertisers as they will want to advertise on the most bought magazine for the knowledge of the adverts being seen by more people. The Media pack also mentions the number of men who read Men's health compared to GQ and EQ while also referring to the social class of these readers with most being of the high class of ABC1 with most being AB men. This is a major influencer for the potential advertisers as they will be able to recognise that the readership Men's Health possesses will be more likely to purchase products from a magazine for a high price due to having a disposable income.
4) What is the difference between circulation and readership?
The circulation of a magazine is the number of sales that are made from the retailers that sell the magazines, While the readership is the number of people that actually open up the magazine and read it, this, for instance, can be a much higher number than the circulation as magazines are typically passed around in a public space such as Gyms and waiting rooms.
5) What is the circulation of Men's Health in thousands? What about the readership for ABC1 men? AB men?
The Circulation of Men's Health is an estimate of 180,000 which is extremely high considering how the modern audience relies on the internet to give information due to the digital age we live in today where not many people read or buy print magazines due to the accessibility of the internet.
The readership of Men's Health that is of the ABC1-Men class is at 64% while the AB-Men are at 32% which shows the potential advertisers the potential money they can make by appealing to the audience that might buy products advertised to them.
6) How do readers generally interact with the digital version of the magazine?
The reader of the magazine that does not read the print magazine read the digital magazine through digital devices such as their smartphones, tablets and desktops. People read the magazine mainly from their smartphones as it is the most accessible device due to its accessibility and portability.
7) How many people do Men's Health reach across social media platforms?
Men's Health reaches people across many social media platforms such as Facebook, Twitter and Instagram while the most accessed media platform is Facebook this gives advertisers a way of using the platform to promote other companies work which will help more people view the adverts and will make advertisers want to advertise with Men's Health.
8) What is the audience profile for Men's Health readers?
The audience profile of Men's Health consist of:
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 collectively spend £1.1 billion on fashion a year. This is more than 3 times higher than its competitors.
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 for Men's Health readers has a value of £4,123. This reflects the fact that the majority of readers are in the ABC1 demographic, as it implies that the readers in this demographic would have enough disposable income to indulge in luxuries like watches. It also suggests that the readers are part of the succeeder's psychographic group.
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 Men's Health readers use moisturisers on a daily basis, this suggests that the viewership of Men's Health have a very passive view of masculinity as it revolves around hygiene and luxury which can show that the typical view of a macho man is not the desired target audience for Men's Heath.
12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?
Men's Health readers spend £238m a year on sportswear (including swimwear and trainers) and 72K have a wearable device which would mean fitness companies such as FitBit would see Men's Health magazine as being a good magazine to advertise with.
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?
Brand extensions include:
Urban Active - This focuses on the sportswear but from a fashionable point of view. This magazine showcases the sportswear that will improve your performance, as well as look good.
Synchronised - This edition focuses on watches in order to reach out to those who pride themselves on adding to their high-value watch collections
14) What do the Men's Health luxe magazines suggest about the demographics and psychographics of the Men's Health audience?
This would be readers that are in the High section of the ABC1 demographic as they see themselves being of a higher standard and class and therefore the luxe brand will help them feel in this group, helping them in the aspires demographic and allowing high-class advertisers, advertise on the luxe magazine.
15) What additional brand extensions do Men's Health offer?
- Survival of the Fittest - an adventure race series that occurs in the UK, with 4 nationwide events and approximately 15,000 people.
- Different product ranges - including premium food products that meet the dietary requirements of those aiming to improve their health and well-being (e.g. low-calorie foods and protein shakes)
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 2017 calendar suggests that the target audience for Men's Health are extremely focused and interested in developing and improving their urban lifestyles. It also seems to be planning to focus on working on no-gym lifestyles and them being replaced by 30-day programmes which would increase membership renewal as readers would like to every month's routine.
18) What audience pleasures are offered by the magazine?
- Personal identification - being able to see your interests and personality reflected in the content of the articles.
- Surveillance - learning new things about lifestyle/healthy eating etc
- Self Identification- Readers will see their lifestyle int he magazine as the targeted audience will have stories that may revolve around them.
19) What lifestyle and job would you expect the average Men's Health reader to have?
ABC1 - typically a high ranked, professional job (e.g. a manager etc).
20) Why do you think Men's Health has managed to remain profitable when many other magazines have struggled due to the rise of digital media?
I believe Men's Health has been successful due to its direct advertising and their large support of celebrity endorsements which make readers want to achieve the body of the celebrities to possibly aspire to have their lifestyle. To add on the direct adverting allows a successful advert campaign allowing companies to stay interested in adverting with Men's Health.
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