Magazines: Men's Health - Audience

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 introduces itself as the largest men's health magazine in the world due to the quality of its content.
2) What does the introduction suggest about the representation of masculinity in Men's Health's?

 Due to the positive introduction stating that men's health "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." I believe that men's health presents a typical idea of masculinty.

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

 Mens health has the highest print statistics in comparrison to GQ and Esquire, this includes having more readership, readership ABCI men and AB men.

4) What is the difference between circulation and readership?
Circulation is how many are sold while readership is how many people actually read it.

5) What is the circulation of Men's Health in thousands? What about the readership for ABC1 men? AB men?

 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?

 The highest percentage of people (68%) view mens health through their phones, second highest at 21% are computers and finally, at 11% of people view men's health on the tablet.

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

 In total Mens Health manages to reach 1 million viewers through three mediums 
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?

 Men's health readers spend collectively 1.1 billion

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?  

 Mens health readers spend on average £54 million a year, this shows that the demographic is older than 16, most likely between 21-35 

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 use moisturising daily, since moisturising was previously a relatively feminine thing to do, this shows that the idea of masculinity is changing.

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

 Mens Health Readers spend £238 Million a year on sportswear, swimwear and trainers and 702k own a wearable device.

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-lux fashion
Synchronised: A watch magazine produced with industry-leading horologists 
Epicure: Showcases food and drink

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

 The luxe magazines supports the idea that the main age demographic for men's health is around 25-35 and the main psychographic that Mens Health appeals to are the aspirers.

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

 Men's Health offers both Survival of the fittest urban race and also brand extensions

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?

 The 2017 calendar suggests that the Men's Health audience are very self-conscious, this is evident due to a large amount of fitness and clothing editorial specials 

18) What audience pleasures are offered by the magazine?

 Men's Health offers  

  • Surveillance
  • Personal Identification


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

 I believe that Men's health magazine would have an audience that would generally have a comfortable lifestyle, due to this I would say the average Men's Health reader to fall within the ABC1.

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 that Men's Health's ability to have high profile male icons on their main covers and their consistently good and varied content is the main reason as to why they are still successful.

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