Men's Health - Industries and the impact of digital media
Men's Health - Industries case study blog tasks
This is a comprehensive case study covering a range of Industry contexts. It is divided into three sections: Hearst publishing, the impact of digital media and Men's Health online platforms. You will need to allow for at least two hours to work through the following tasks.
Hearst publishing
Research Hearst publishing by looking at the Hearst UK website and the Wikipedia entry for parent company and conglomerate Hearst Communications.
1) Hearst UK is part of Hearst Communications. What is Hearst Communications and where is it based?
Hearst Communications is an American media conglomerate based in New York that is over 130 years old and is still owned by the Hearst family.
2) What media industries and brands make up the Hearst Communications conglomerate?
It owns a range of media and business information brands including American newspapers, magazines (e.g. Cosmopolitan), half of the A&E Network TV channel and 20% of US sports broadcaster ESPN. Hearst UK publishes over 20 magazine titles including Men’s Health, Cosmopolitan, Elle, Esquire, Good Housekeeping, Inside Soap and more.
3) What was the global revenue for Hearst Communications (in dollars) for the most recent year on record?
It employs 20,000 people and its 2016 revenue was $10.8 billion.
4) Focusing on Hearst UK, what other magazine brands are part of Hearst UK publishing? How many UK people do they reach in print and online?
Hearst UK publishes over 20 magazine titles including Men’s Health, Cosmopolitan, Elle, Esquire, Good Housekeeping, Inside Soap and more. Hearst UK brands reach 30% of UK women and 25% of UK men. They sell over 4m magazines a month and have 17m UK digital unique users.
Read this Campaign interview with Hearst UK CEO James Wildman.
5) What is James Wildman's plan for Hearst UK?
His aim is to grow share in print to stem decline, accelerate growth in digital, diversify revenues through events and partnerships, and look at acquisitions. Moving the nearly 1,000-strong team next year from several locations to LSQ on Leicester Square, which was agreed just as Wildman joined, can’t come soon enough for him.
6) What percentage ad decline are consumer magazines facing?
That will be tough when consumer magazines are facing ad declines of more than 10% this year, money is flowing to Google and Facebook, and online influencers are chipping away at print brands.
7) What Wildman think about premium content and paywalls?
He thinks they should start charging for premium content however no paywall as been decided yet.
8) How has Hearst used diversification to grow the business?
Hearst UK has also diversified into events and other licensed brand extensions (e.g. Esquire Townhouse pop up members club, Country Living sofas and Men’s Health home gym equipment)
Read this Hearst UK press release for their late 2017 ABC figures.
9) Is Men's Health increasing or decreasing in circulation?
Men's Health is increasing in circulation for the period July to December 2017, the magazine increased circulation by 1% (period-on-period), allowing it to remain the number one monthly Men’s Lifestyle magazine.
10) What explanation is provided by Hearst for the success of their magazines in a tough print market?
For the first time, Esquire, Men’s Health, Women’s Health and Runner’s World have utilised optional analysis in their ABC certificates to demonstrate how each brand is targeting new readers using innovative routes to market. Cosmopolitan, ELLE and Harper’s Bazaar have, for the second consecutive ABC period, continued to report in this way.
The impact of digital media on the print magazines industry
Read this BBC website feature on the print magazine industry and then this Guardian feature on the demise of NME magazine and print magazines in general.
1) Why are traditional print magazines struggling?
They are struggling because people can find their content for free online so they do not need to pay for the magazine or a subscription.
2) What genre of magazines is currently bucking the trend and increasing sales? Why is this?
News and current affairs magazines are becoming more popular - but celebrity, gossip and fashion publications are still struggling. The titles that seem to be benefiting from this Trump bump include The Economist and The Spectator.
3) In contrast, what magazine genres are struggling? Give examples of magazines that have declined or stopped printing altogether.
4) Look at the Guardian article in detail. What statistics are provided to demonstrate the decline in the print magazines industry between 2010 and 2017? What about the percentage decline from 2000?
Between 2010-2017, Sales of the top 100 actively purchased print titles in the UK – those that readers buy or subscribe to – fell by 42% from 23.8m to 13.9m. Since the start of the internet era in 2000, the decline is 55% from 30.8m, according to the Audit Bureau of Circulations.
5) What percentage of ad revenue is taken by Google and Facebook?
Google and Facebook account for 65% of the $6.5bn (£4.7bn) UK digital display ad market. They are also strangling attempts by magazine and newspaper publishers to build their digital ad revenues by taking about 90% of all new spend.
6) What strategies can magazine publishers use to remain in business in the digital age?
Wildman says 'for magazines to survive they must build a brand beyond the core print publication.' Magazxine need to find things to talk about that are unique that others do not disscuss. Also maybe something creative would intrigue readers.
7) Why does the Hearst UK CEO James Wildman suggest that the magazine industry is not dead?
8) What examples from the Guardian article are provided to demonstrate how magazines are finding new revenue streams? What is the Men's Health branding used for?
Men's Health has made its own gym equipment as well as Hosted brand events.
9) What signs for optimism might there be for traditional magazine brands?
Wildman says“With issues such as fake news, we are seeing the pendulum swing back because of two things: trust and context...Now we are seeing readers and advertisers leaning back towards trusted brands.” This is because readers want to see genuinine articles filled with information.
10) How does Men's Health fit into this picture? Why do you think Men's Health has remained successful in the digital age? Do you think Men's Health will continue to publish for many years to come? Why?
I think MH has maintained its success in the digital age because of the consistency of the information they provide to their readers. They continue to provide the readers with what they want to see such as fancy cars or fitness related stories. Also, they provide a wide variety of content which helps attract a mass audience.
The Men's Health website and social media
Visit the Men's Health website, Twitter feed and Instagram. You may need to complete this part of the case study at home if it is blocked in school.
1) What similarities do you notice between the website and the print edition of the magazine?
The both use the same typeface for 'Men's Health' but also their are similar articles on the website such as 'lose 30 pounds' or 'a watch that stands the test of time'. There is alot of articles about fitness but also advertisements for expensive products especially watches.
2) What is the Men's Health daily newsletter and what does it include? How does this help Hearst UK to make money?
Readers can become subscribers to MH and they would recieve daily emails and information regarding weight loss or information about new products for example the new nike shoes that have just come out.
3) Look at the menu bar along the top of the website. What are the menu options? What does this suggest about the representation of men and masculinity associated with Men's Health?
It includes:
4) Choose one of the menu sections and write a list of the features in that area of the website. What target audience are these features aimed at?
5) Do you think the Men's Health website is trying to sell the print version or simply build a digital audience? What are the advantages and disadvantages of a 'digital first' strategy?
I think that they are trying to build a digital audience because it helps increase the people who read their magazine. Also, the rise of digital technology is essential for businesses like MH to be apart of as it makes it easier to supply their features to people.
6) How does the Men's Health Twitter feed use 'clickbait' to try and get users to click through to the magazine's website? Give examples of tweets that are designed to get the audience to click through.
7) How does the Twitter feed uses images and video content alongside text and links?
They use images of men with well built physiques in order to attract men who aspire to look like that. The links are of other videos or pictures or articles that give advice on how to keep fit.
8) What does the Men's Health Instagram suggest about the Men's Health brand? Is this appealing to a similar audience to the print version of the magazine?
Men's Health try inspiring as many people as they can through social media. It is similar to a audience of the print version because they both have similar content.
9) Is the Men's Health social media designed to sell the print magazine or build a digital audience? Why?
I think it is design to attract more consumers who would automatically become aware of the different way to read Men's Health. It would be up to the consumer if they wanted to subscribe to the traditional method or online.
10) Evaluate the success of the Men's Health brand online. Does it successfully communicate with its target audience? Will the digital platforms eventually replace the print magazine completely?
I think that digital platforms may become where the mass read the magazine but there will still be printed versions available at a decreased amount though. I think Mens Health online is quite successful because consumers are able to access the magazines on the go anywhere which makes it easier for them to read at anytime.
This is a comprehensive case study covering a range of Industry contexts. It is divided into three sections: Hearst publishing, the impact of digital media and Men's Health online platforms. You will need to allow for at least two hours to work through the following tasks.
Hearst publishing
Research Hearst publishing by looking at the Hearst UK website and the Wikipedia entry for parent company and conglomerate Hearst Communications.
1) Hearst UK is part of Hearst Communications. What is Hearst Communications and where is it based?
Hearst Communications is an American media conglomerate based in New York that is over 130 years old and is still owned by the Hearst family.
2) What media industries and brands make up the Hearst Communications conglomerate?
It owns a range of media and business information brands including American newspapers, magazines (e.g. Cosmopolitan), half of the A&E Network TV channel and 20% of US sports broadcaster ESPN. Hearst UK publishes over 20 magazine titles including Men’s Health, Cosmopolitan, Elle, Esquire, Good Housekeeping, Inside Soap and more.
3) What was the global revenue for Hearst Communications (in dollars) for the most recent year on record?
It employs 20,000 people and its 2016 revenue was $10.8 billion.
4) Focusing on Hearst UK, what other magazine brands are part of Hearst UK publishing? How many UK people do they reach in print and online?
Hearst UK publishes over 20 magazine titles including Men’s Health, Cosmopolitan, Elle, Esquire, Good Housekeeping, Inside Soap and more. Hearst UK brands reach 30% of UK women and 25% of UK men. They sell over 4m magazines a month and have 17m UK digital unique users.
Read this Campaign interview with Hearst UK CEO James Wildman.
5) What is James Wildman's plan for Hearst UK?
His aim is to grow share in print to stem decline, accelerate growth in digital, diversify revenues through events and partnerships, and look at acquisitions. Moving the nearly 1,000-strong team next year from several locations to LSQ on Leicester Square, which was agreed just as Wildman joined, can’t come soon enough for him.
6) What percentage ad decline are consumer magazines facing?
That will be tough when consumer magazines are facing ad declines of more than 10% this year, money is flowing to Google and Facebook, and online influencers are chipping away at print brands.
7) What Wildman think about premium content and paywalls?
He thinks they should start charging for premium content however no paywall as been decided yet.
8) How has Hearst used diversification to grow the business?
Hearst UK has also diversified into events and other licensed brand extensions (e.g. Esquire Townhouse pop up members club, Country Living sofas and Men’s Health home gym equipment)
Read this Hearst UK press release for their late 2017 ABC figures.
9) Is Men's Health increasing or decreasing in circulation?
Men's Health is increasing in circulation for the period July to December 2017, the magazine increased circulation by 1% (period-on-period), allowing it to remain the number one monthly Men’s Lifestyle magazine.
10) What explanation is provided by Hearst for the success of their magazines in a tough print market?
For the first time, Esquire, Men’s Health, Women’s Health and Runner’s World have utilised optional analysis in their ABC certificates to demonstrate how each brand is targeting new readers using innovative routes to market. Cosmopolitan, ELLE and Harper’s Bazaar have, for the second consecutive ABC period, continued to report in this way.
The impact of digital media on the print magazines industry
Read this BBC website feature on the print magazine industry and then this Guardian feature on the demise of NME magazine and print magazines in general.
1) Why are traditional print magazines struggling?
They are struggling because people can find their content for free online so they do not need to pay for the magazine or a subscription.
2) What genre of magazines is currently bucking the trend and increasing sales? Why is this?
News and current affairs magazines are becoming more popular - but celebrity, gossip and fashion publications are still struggling. The titles that seem to be benefiting from this Trump bump include The Economist and The Spectator.
- Prospect - up 37.2% to 44,545
- The Spectator - up 11.3% to 85,429
- Private Eye - up 8.6% year on year to 249,927 per issue
- The Economist - up 5% to 248,196
3) In contrast, what magazine genres are struggling? Give examples of magazines that have declined or stopped printing altogether.
- Look - weekly sales down 35% year on year to 59,390
- Now - down 20.8% to 86,838
- Closer - down 19.8% to 196,126
- Heat - down 16.6% to 120,175
- Grazia - down 13.4% to 110,031
Also losing sales: Star (down 14.3%) Vanity Fair (10%), Marie Claire (6%), OK! (3.5%) and Vogue (3%).
4) Look at the Guardian article in detail. What statistics are provided to demonstrate the decline in the print magazines industry between 2010 and 2017? What about the percentage decline from 2000?
Between 2010-2017, Sales of the top 100 actively purchased print titles in the UK – those that readers buy or subscribe to – fell by 42% from 23.8m to 13.9m. Since the start of the internet era in 2000, the decline is 55% from 30.8m, according to the Audit Bureau of Circulations.
5) What percentage of ad revenue is taken by Google and Facebook?
Google and Facebook account for 65% of the $6.5bn (£4.7bn) UK digital display ad market. They are also strangling attempts by magazine and newspaper publishers to build their digital ad revenues by taking about 90% of all new spend.
6) What strategies can magazine publishers use to remain in business in the digital age?
Wildman says 'for magazines to survive they must build a brand beyond the core print publication.' Magazxine need to find things to talk about that are unique that others do not disscuss. Also maybe something creative would intrigue readers.
7) Why does the Hearst UK CEO James Wildman suggest that the magazine industry is not dead?
“Are magazines dead? No,” says James Wildman, the UK chief executive of Cosmopolitan and Good Housekeeping owner Hearst. “We sell nearly 5m a month, that’s hardly dead, and we have 20 million unique UK users online a month, and more than double that on social media.
“But it is true to say that some of the 1 million millennial women every week that look at Cosmopolitan on Snapchat don’t know we also have a magazine of the same name.”
He believes that they are not dead because infact they are doing well and is getting revenue from certain products.
8) What examples from the Guardian article are provided to demonstrate how magazines are finding new revenue streams? What is the Men's Health branding used for?
Men's Health has made its own gym equipment as well as Hosted brand events.
9) What signs for optimism might there be for traditional magazine brands?
Wildman says“With issues such as fake news, we are seeing the pendulum swing back because of two things: trust and context...Now we are seeing readers and advertisers leaning back towards trusted brands.” This is because readers want to see genuinine articles filled with information.
10) How does Men's Health fit into this picture? Why do you think Men's Health has remained successful in the digital age? Do you think Men's Health will continue to publish for many years to come? Why?
I think MH has maintained its success in the digital age because of the consistency of the information they provide to their readers. They continue to provide the readers with what they want to see such as fancy cars or fitness related stories. Also, they provide a wide variety of content which helps attract a mass audience.
The Men's Health website and social media
Visit the Men's Health website, Twitter feed and Instagram. You may need to complete this part of the case study at home if it is blocked in school.
1) What similarities do you notice between the website and the print edition of the magazine?
The both use the same typeface for 'Men's Health' but also their are similar articles on the website such as 'lose 30 pounds' or 'a watch that stands the test of time'. There is alot of articles about fitness but also advertisements for expensive products especially watches.
2) What is the Men's Health daily newsletter and what does it include? How does this help Hearst UK to make money?
Readers can become subscribers to MH and they would recieve daily emails and information regarding weight loss or information about new products for example the new nike shoes that have just come out.
3) Look at the menu bar along the top of the website. What are the menu options? What does this suggest about the representation of men and masculinity associated with Men's Health?
It includes:
- HOME
- YOUR SUMMER BODY
- WORKOUTS
- MUSCLE
- FITNESS
- NUTRITION
- WEIGHT LOSS
- STYLE
- WATCHES
This reinforces the fact that MH have a large masculine audience and that hypermasculinity is a key aspect as well. It shows that it is very important for MH to provide their readers with this sort of information.
4) Choose one of the menu sections and write a list of the features in that area of the website. What target audience are these features aimed at?
5) Do you think the Men's Health website is trying to sell the print version or simply build a digital audience? What are the advantages and disadvantages of a 'digital first' strategy?
I think that they are trying to build a digital audience because it helps increase the people who read their magazine. Also, the rise of digital technology is essential for businesses like MH to be apart of as it makes it easier to supply their features to people.
6) How does the Men's Health Twitter feed use 'clickbait' to try and get users to click through to the magazine's website? Give examples of tweets that are designed to get the audience to click through.
7) How does the Twitter feed uses images and video content alongside text and links?
They use images of men with well built physiques in order to attract men who aspire to look like that. The links are of other videos or pictures or articles that give advice on how to keep fit.
8) What does the Men's Health Instagram suggest about the Men's Health brand? Is this appealing to a similar audience to the print version of the magazine?
Men's Health try inspiring as many people as they can through social media. It is similar to a audience of the print version because they both have similar content.
9) Is the Men's Health social media designed to sell the print magazine or build a digital audience? Why?
I think it is design to attract more consumers who would automatically become aware of the different way to read Men's Health. It would be up to the consumer if they wanted to subscribe to the traditional method or online.
10) Evaluate the success of the Men's Health brand online. Does it successfully communicate with its target audience? Will the digital platforms eventually replace the print magazine completely?
I think that digital platforms may become where the mass read the magazine but there will still be printed versions available at a decreased amount though. I think Mens Health online is quite successful because consumers are able to access the magazines on the go anywhere which makes it easier for them to read at anytime.
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