Men’s Health (UK edition) has a circulation of 180,000 and a readership of close to 1 million. It began as a health magazine in the USA in 1986 and has gradually evolved into a men’s lifestyle magazine. The UK edition launched in 1995.
Definitions
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). For Men’s Health, copies in a gym or waiting room will be read by many different people.
Circulation figures are provided by the Audit Bureau of Circulations (ABC) and readership estimates by the National Readership Survey (NRS).
Demographics: Social class
Men’s Health has a largely middle class readership but also attracts readers in the C2DE bracket:
ABC1 men: 64%
AB men: 32%
C2DE: 36%
It is significantly higher than rivals GQ and Esquire in terms of circulation and readership but GQ and Esquire have a more upmarket demographics (higher % of ABC1 and AB readers).
Psychographics
Men’s Health Media Pack focuses on products that reflect a certain lifestyle such as fashion, watches, grooming, fitness and cars. This would suggest targeting the Aspirer and Succeeder psychographic groups with perhaps elements of Mainstreamers and Explorers.
Audience pleasures
There are many potential audience pleasures for Men’s Health readers. Applying Blumler & Katz’s Uses & Gratifications theory, two in particular would be:
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”.
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 being 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?
The introduction suggests a more hegemonic representation of masculinity, focusing on stereotypical interests of a man such as tech, travel, watches, grooming, health and well-being and developing a healthy lifestyle.
3) How do the print statistics for Men's Health compare to GQ and Esquire?
Men's Health have the largest amount of total readership and circulation compared to both GQ and Esquire. They also have the largest amount of ABC1 and AB readers compared to the other two magazines who both have a lot less than them.
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). For Men’s Health, copies in a gym or waiting room will be read by many different people.
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 180,000. The readership for ABC1 men is 643,000 and AB men is 321,000.
6) How do readers generally interact with the digital version of the magazine?
68% - Mobile
21% - Desktop
11% - Tablet
7) How many people do Men's Health reach across social media platforms?
Men’s Health is the biggest men’s lifestyle website in the UK:
562,000 Monthly unique users (Comscore) ; 1,200,000 Monthly users (GA) ; 1,943,000 Monthly page views (GA).
8) What is the audience profile for Men's Health readers?
Men’s Health readers are affluent, intelligent and successful. Of their combined print and digital audience:
- 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 £1.1bn on fashion a year (more than 3 times that of GQ). Men's Health fashion philosophy is stylish, contemporary, wearable, 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. The statistics about watches suggest that Men's Health magazine have more of a middle and upper class audience who can afford to splash out on luxuries such as expensive watches. This supports the fact that the magazine is £4 which means people who can afford the extra luxuries in life are likely to be consumers of this magazine.
11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?
75% of Men's Health readers use moisturiser daily which means the consumers of this magazine like to take care of themselves, both inside and out. This shows less of a traditional, hyper masculine representation.
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. 702K own a wearable device (compared with 226K Men’s Fitness readers). This suggests that their consumer's invest a lot into their health and well-being to ensure a healthy lifestyle.
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?
The three brand extension magazines are: Urban Active, Synchronised and Epicure. Urban Active is a sports-luxe fashion magazine showcasing the continuing trend for high end performance fashion approval. Synchronised is a magazine focusing on watches. Epicure is about food and drink, focusing on restaurants and kitchen skills for the man interested in cooking from scratch, provenance and fine dining.
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 luxe magazines focus on the main sections of the Men's Health magazine that their readers are interested in - putting these things in three different magazines draws greater focus to them and separates them making it easier for a consumer to identify with what they like.
15) What additional brand extensions do Men's Health offer?
Survival of the fittest: Survival of the Fittest is the biggest urban adventure race series in the UK with 15,000 entrants across 4 events nationwide and a supporting TV, magazine, digital and social campaign reaching millions.
Men's Health product range: In conjunction with market-leading partners, Men’s Health has developed a range of premium products focused around its core health and well being
editorial pillars.
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?
They release monthly issues the month before, for example August issue on sale in July.
18) What audience pleasures are offered by the magazine?
Personal identity
Surveillance
19) What lifestyle and job would you expect the average Men's Health reader to have?
Quite a luxurious lifestyle with a high paying job in possibly the business industry, health/ sport industry, finance industry. - A well paid job essentially.
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?
They have used digital media to their advantage and moved their magazine online also so it is accessible to more of a wider range of people. They also have a committed range of consumer's who invest in this magazine.
Definitions
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). For Men’s Health, copies in a gym or waiting room will be read by many different people.
Circulation figures are provided by the Audit Bureau of Circulations (ABC) and readership estimates by the National Readership Survey (NRS).
Demographics: Social class
Men’s Health has a largely middle class readership but also attracts readers in the C2DE bracket:
ABC1 men: 64%
AB men: 32%
C2DE: 36%
It is significantly higher than rivals GQ and Esquire in terms of circulation and readership but GQ and Esquire have a more upmarket demographics (higher % of ABC1 and AB readers).
Psychographics
Men’s Health Media Pack focuses on products that reflect a certain lifestyle such as fashion, watches, grooming, fitness and cars. This would suggest targeting the Aspirer and Succeeder psychographic groups with perhaps elements of Mainstreamers and Explorers.
Audience pleasures
There are many potential audience pleasures for Men’s Health readers. Applying Blumler & Katz’s Uses & Gratifications theory, two in particular would be:
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”.
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 being 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?
The introduction suggests a more hegemonic representation of masculinity, focusing on stereotypical interests of a man such as tech, travel, watches, grooming, health and well-being and developing a healthy lifestyle.
3) How do the print statistics for Men's Health compare to GQ and Esquire?
Men's Health have the largest amount of total readership and circulation compared to both GQ and Esquire. They also have the largest amount of ABC1 and AB readers compared to the other two magazines who both have a lot less than them.
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). For Men’s Health, copies in a gym or waiting room will be read by many different people.
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 180,000. The readership for ABC1 men is 643,000 and AB men is 321,000.
6) How do readers generally interact with the digital version of the magazine?
68% - Mobile
21% - Desktop
11% - Tablet
7) How many people do Men's Health reach across social media platforms?
Men’s Health is the biggest men’s lifestyle website in the UK:
562,000 Monthly unique users (Comscore) ; 1,200,000 Monthly users (GA) ; 1,943,000 Monthly page views (GA).
8) What is the audience profile for Men's Health readers?
Men’s Health readers are affluent, intelligent and successful. Of their combined print and digital audience:
- 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 £1.1bn on fashion a year (more than 3 times that of GQ). Men's Health fashion philosophy is stylish, contemporary, wearable, 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. The statistics about watches suggest that Men's Health magazine have more of a middle and upper class audience who can afford to splash out on luxuries such as expensive watches. This supports the fact that the magazine is £4 which means people who can afford the extra luxuries in life are likely to be consumers of this magazine.
11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?
75% of Men's Health readers use moisturiser daily which means the consumers of this magazine like to take care of themselves, both inside and out. This shows less of a traditional, hyper masculine representation.
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. 702K own a wearable device (compared with 226K Men’s Fitness readers). This suggests that their consumer's invest a lot into their health and well-being to ensure a healthy lifestyle.
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?
The three brand extension magazines are: Urban Active, Synchronised and Epicure. Urban Active is a sports-luxe fashion magazine showcasing the continuing trend for high end performance fashion approval. Synchronised is a magazine focusing on watches. Epicure is about food and drink, focusing on restaurants and kitchen skills for the man interested in cooking from scratch, provenance and fine dining.
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 luxe magazines focus on the main sections of the Men's Health magazine that their readers are interested in - putting these things in three different magazines draws greater focus to them and separates them making it easier for a consumer to identify with what they like.
15) What additional brand extensions do Men's Health offer?
Survival of the fittest: Survival of the Fittest is the biggest urban adventure race series in the UK with 15,000 entrants across 4 events nationwide and a supporting TV, magazine, digital and social campaign reaching millions.
Men's Health product range: In conjunction with market-leading partners, Men’s Health has developed a range of premium products focused around its core health and well being
editorial pillars.
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?
They release monthly issues the month before, for example August issue on sale in July.
18) What audience pleasures are offered by the magazine?
Personal identity
Surveillance
19) What lifestyle and job would you expect the average Men's Health reader to have?
Quite a luxurious lifestyle with a high paying job in possibly the business industry, health/ sport industry, finance industry. - A well paid job essentially.
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?
They have used digital media to their advantage and moved their magazine online also so it is accessible to more of a wider range of people. They also have a committed range of consumer's who invest in this magazine.
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