Men's Health - Audience blog tasks

 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 with short answers or bullet points:

1) How does the magazine introduce itself?
Men’s Health is the biggest-selling men’s lifestyle
magazine, both in the UK and worldwide.
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.

2) What does the introduction suggest about the representation of masculinity in Men's Health's?
This magazine is extremely hypermasculine and is reinforcing typical male stereotypes 

3) What is the difference between circulation and readership?
The term 'circulation' refers to the number of magazine copies printed and distributed, whereas the term 'readership' is an estimate of the total number of people that actually read the magazine.

4) What was the circulation of Men's Health in thousands at the time this Media Pack was published? Can you find an up-to-date circulation figure for Men's Health? How much has it fallen?

MH (Men's Health) has the highest copy sale, highest readership, and highest number of ABC1 and AB readers. MH had - at the time of the media pack's release - 180,000 circulation...compared to January to December 2021's figure (according to ABC's findings), that number has dropped down to 89,811; a staggering (roughly) 50% decrease in circulation.

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

Men's Health's reach stands relatively robust, at well over 1 million followers across its social media platforms. {Facebook:944K, Twitter:285K, Instagram:66K}.

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

In terms of Men's Health reach across social media platforms, the brand has... 562,000 monthly unique users (Comscore), 1,200,000 monthly users (GA), and 1,934,000 monthly page views (GA).

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

According to Men's Health, their audience profile consists of affluent, intelligent and successful readers. Of their combined print and digital audience...905K are ABC1, aged 25-44, 700K have a degree, and 200K earn over £50K.

8) 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 per year (more than 3 times that of GQ). Their philosophy are listed as...stylish, contemporary, wearable, and individual.

9) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?

Men's Health forwards a progressive view on masculinity, which is - at some part - reflected by the number of reader that use moisturiser daily (73%). The acknowledgement of this shows the shift in the perception of masculinity and how much the idea of self-care/grooming has taken over the male identity.

10) What audience pleasures are offered by the magazine?

Personal relationships: At times readers are exposed to celebrities that endorse certain products/services featured in MH, and even endorsing MH themselves.
Surveillance: Many MH readers turn to the magazine for guidance on male trends, such as fashion, grooming, etc.
Divergence: Another function of a magazine is to entertain, at which readers can skim through pages, searching for anything that catches their eye to pass the time.

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

Since Men's Health originating as a generic health magazine, and still holding a lot of its prior virtues - just in focus of particularly men - I assume that the lifestyle and chosen careers of an average Men's Health reader would likely orient towards health and fitness; if i were to be specific, possibly a health coach/fitness trainer, maybe a dietitian.

12) Why do you think Men's Health has managed to remain in business when many other magazines have struggled due to the rise of digital media?

Men's Health have kept with the times by spreading their reach towards digital platforms, like, the Men's Health website, or Twitter, Instagram, etc.

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