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?

It introduces it self by stating: " 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?

Men's Health view of masculinity is quite lavish of a men who like to take care of themselves and spend a lot of money in order to be presentable to society. 

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



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

Circulation- 180K
Readership ABC1 men- 643K
Readership AB men- 321K

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

Desktop- 21%
Tablet- 11%
Mobile- 68%

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
















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

-They are affluent, intelligent and successful
- 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)

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 is £4,123. The Men's Health audience spend £54m a year on watches vs GQ's £22m) This suggests that Men's Health audiences are wealthy and fit into the AB middle class demographics. They are often associated with being 'succeeders'.' 

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 moisturise daily which suggests that men like to take care of themselves as they spend £168m on skincare a year.

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

The Men's Health audiences live by fitness as they spend £238m a year on sportswear, swimwear and trainers. Also, 702K readers own a fitness device which shows that they are advanced in technology and are willing to spend anything in order to help maintain their fitness.

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.

Epicure- showcasing in the best food, drinks, restaurants and kitchen skills for men interested in cooking from scratch, provenance and fine dinning.

Synchronised- an annual watch special is produced with the industries leading horologists 

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

It reinforces the idea that Men's Health audience fit into the ABC1 categories especially AB middle class category. Also, their psychographics maybe suceeders alongside explorers and aspire-rs.

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

Survival of the Fittest- This 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 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 wellbeing editorial pillars

16) What are the global statistics for Men's Health?


17) What does the 2017 calendar editorial specials suggest about the Men's Health audience?

The Men's Health audience is constantly looking for different ways to stay on top of trends and the latest styles, technology and adventures. 

18) What audience pleasures are offered by the magazine?

Surveillance- audiences are able to learn new ways to stay healthy and get the best tips, they can also learn about fashion and new cooking trends as well as fitness tips 

Personal Relationship- the magazine can feature a famous celebrity that the audience look up to and feel inspired by.

Personal Identity- Readers can relate to the model and identify themselves because they could look like that or aspire to have that physique 

Diverson- could provide pleasure such as escapism and entertainment 

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

I assume Men's Health readers have a well paid job probably in the city as a businessman. They probably live a lavish life style and spend a lot of money in order to maintain that lifestyle. 

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 think they are still profitable because they continue to provide traditional print magazines as well as branching out into the digital world as they know not all users would use technology or would spend money on paper copies. Also, Men's Health are quite diverse in matters of culture and it's content. It's sort of like Men's Health providing a whole relatable lifestyle for its readers.