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?

Giving information about Men's Health. "
Men’s Health is the biggest-selling men’s lifestyle
magazine, both in the UK and worldwide."

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

It suggests that the magazine is ideal and best suited towards heteronormative men. Men who fit the traditional stereotype of masculinity i.e. tough etc. 


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

The print statistics for Men's Health is the highest in comparison to GQ and Esquire. The Circulation is slightly higher than GQ.
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).


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].

At the time it was published, the circulation of Men's Health in thousands was 995k. The readership for ABC1 men is 643k and the readership for AB men is 321k.
6) How do readers generally interact with the digital version of the magazine?

21% of readers use their desktop, 11% use their tablets and 68% use their mobile phones.
7) How many people do Men's Health reach across social media platforms?

Men’s Health reaches well over 1M followers across its social media platforms.


8) What is the audience profile for Men's Health readers? 

Men's Health readers are affluent, intelligent and successful. 905k of the readers are ABCI, aged 25-44, 700k have a degree and 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 (more than 3 times that of GQ). Their fashion philosophy is: stylish, contemporary, wearable and individual. 

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 for the Men's Health audience is £4,123. This suggests that they would be targeting the Aspirer and Succeeder psychographic group with perhaps elements of Mainstreamers and Explorers.


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 the readers use moisturiser daily. 
This shows that gender fluidity is very common amongst Men's Health readers and that they can shift between feminine and masculine qualities. There isn't a huge sense of hyper masculinity even though it's a magazine meant for men.

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

Men's Health readers are fitness evangelists and early adopters of tech. Men's Health readers spend 
£238M a year on sportswear, swimwear and trainers. The readers are perhaps explorers of new technology and are familiar with recent trends in relation to new technology. The readers also perform fitness on a regular basis and are lean and strong. 

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: Produced in partnership with Harrods showcasing the continuing trend for high-end performance fashion apparel.
Synchronised: Watch special produced with the industries leading horologists.
Epicure: Showcasing the best it food, drink, restaurants and kitchen skills.

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

The Men's Health audience consists of people who are active, who love to wear professional watches and who are mindful of healthy cooking and cooking that requires lots of skills.

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

Survival of the fittest which is the biggest urban adventure race series in the UK with 15,000 entrants across 4 events nationwide and Men's Health product range focused around its core health and wellbeing editorial pillars.


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?

The editorial specials suggest that the audience for Men's Health is quite adventurous. They are quite active and take part in lots of challenges.
18) What audience pleasures are offered by the magazine?


Personal identity: Readers enjoy having their lifestyle reflected and endorsed through reading the magazine

Surveillance: Men’s Health is heavily focused on self-improvement and learning how to live a healthier, more successful life: “When it comes to life goals, claim the hat trick”.

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

An affluent/ sporty lifestyle. They would own expensive cars and make fitness a regular priority. Their jobs would be businessmen and bankers or something economically thriving.
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?


Men's Health caters towards many different types of men and so the variety of content that they create is unique and flexible. They promote gender fluidity which can be seen as something which also makes them stand out.












Comments

Popular posts from this blog

MIGRAIN:Narrative

Advertising: Assessment

Advertising: Narrative in Advertising