Magazines: Men's Health - Audience

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Men's Health - Audience blog tasks


1) How does the magazine introduce itself?

  • introduces itself as "the biggest-selling men’s lifestyle magazine, both in the UK and worldwide"
  • it promotes its "winning editorial formula" that "combines visually-engaging health, wellbeing and nutrition features with premium content"

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

  • the representation of masculinity in this magazine is very traditional and common with the typical "suave and muscular" aesthetic that all men desire.

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


  • the print statistics for mens health are significantly larger as opposed to GQ and Esquire as they have the highest "CIRCULATION TOTAL ABC" readers and the highest amount of male readers overall 

4) What is the difference between circulation and readership?

  • Circulation : actual number of copies printed and distributed.
  •  Readership : estimate of how many people read the magazine in total.

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?

  • Circulation  MH - 180,000
  • Readership AB - 321,000
  • Readership ABC1 - 643,000

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

  • the majority access the digital version through mobile devices (68%)


7) How many people do Men's Health reach across social media platforms?
  • 944k on Facebook
  • 285k on Twitter
  • 66k on Instagram
8) What is the audience profile for Men's Health readers?
  • 905k - 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 £1.1 billion on fashion a year (more than 3 times that of GQ)


    • 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?
    • £4,123 average watch collection value- this suggests a wealthy audience 
    • psychographic- succeeders/ aspireres  


    11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?
    • 73% are said to care for their skin and use skincare 
    • suggest that males are becoming more progressive and open minded 

    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 sports wear.
    • 702K own a wearable device (compared with 226K Men’s Fitness readers)
    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
    • synchronized-watches
    • epicure- food and drink 

    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 reader are of a sustainable income background and are likely to be of a   Succeeder or aspirer psychographic

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


    • Survival of the fittest urban adventure race and a men’s health product range of vitamins exercise equipment


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

    • 37 International Editions
    • 60 Countries Published
    • 4.5m Global Circulation
    • 26.7m Global Readership
    • 25 Websites
    • 23.7m Uniques
    • 19.3m Social Media Footprint

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


    • they are fashion aware and are interested in current trends
    •  sports equipment
    •  places to explore.


    18) What audience pleasures are offered by the magazine?

    • surveillance- articles and information
    • Personal identity - content reflective of audiences interests 

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


    • a job that requires an amount of manual labour aswell as someone who has an amount of devoted time to fashion and maintaining an aesthetic lifestyle 


    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 caters to a specific audience and has continued to do so without changing concepts and content- creating a loyal audience
    • the adaptation to social media has meant more people can access the mens health content wherever and whenever 

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