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:

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 is also mentioned that 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?
It suggests how masculinity should be about a number of different things not just being dominant, like being fashionable, grooming yourself well, being tech smart and just being healthy in general. It also suggests that Men's Health is well supported and received by the public therefore showing them in a positive light

3) How do the print statistics for Men's Health compare to GQ and Esquire?
Within the men's lifestyle market, Men's Health has the highest copy sales, highest readership and highest number of ABC1 and AB readers

Circulation total ABC

• MH 180
• GQ 117
• EQ 65

Readership total men

• MH 995
• GQ 336
• EQ109

Readership ABC1 men

• MH 643
• GQ 237
• EQ 85

Readership AB men

• MH 321
• GQ 146
• EQ 64

4) What is the difference between circulation and readership?
Circulation is a count of how many copies of a publication are distributed. Readership is an estimate of how many readers a publication has.

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]. 

• Circulation: 180,000
• Readership ABC1: 643,000
• Readership AB: 321,000

6) How do readers generally interact with the digital version of the magazine?
Men's health is the largest men's lifestyle website in the UK, with a total of 562,000 monthly users (comscore), 1,200,000 monthly users (GA) and 1,934,000 monthly page views (GA). 

7) How many people do Men's Health reach across social media platforms?
Men's Health reaches well over 1Million followers across its social media platforms with Facebook having 955k, Twitter bringing in 285k and Instagram having 66k. This shows how massive their social media presence is.

8) What is the audience profile for Men's Health readers? 
The audience profile for Mens Health readers is that they are all affluent, intelligent and successful. The detailed stats of their combined print and digital audience is that 905k are ABC1 and aged from 25-44. In addition 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?
In terms of style and fashion Men's Health readers spend £1.1bn on fashion a year which is in fact more than 3 times that of GQ. Their 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 Men's Health audience spend £54M a year on watches (vs GQ's £22m).  The average watch collection value of MH readers is £4,123 and the intended spend on next watch is £3,201. This shows how wealthy MH readers are and that they must work well paying jobs and are extremely educated, placing them high in the social hierarchy 
11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?
In terms of fragrance and grooming, within the men's lifestyle market, the Men's Health audience are the highest spenders on grooming and fragrance. Men's Health readers spend £168M a year on skincare and £43M  a year on fragrance. The average number of grooming products owned is 11 and the percentage of readers who use moisturiser daily is 73%.
12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?
It suggests how Men's Health readers are fitness evangelists and early adopters of tech and that Men's Health readers spend £238M a year on sportswear, swimwear and trainers. In addition 702K own a wearable device (compared with 226K Men's Fitness readers)
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
Sports-luxe fashion magazine produced in partnership with Harrods showcasing the continuing trend for high-end performance fashion apparel

Synchronised
Now in it's 8th year our annual watch special is produced with the industries leaing horologists and is a must have buyers-guide for amateurs and aficionados 

Epicure
Showcasing the best in food, drink, 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 suggest the audience is ages 28-45 and interested in fashion, lifestyle, high end apparel and well-being. When talking about psychographics, Men's Health fits into the psychographic group of aspirers as the audiences are constantly aspiring for greatness and to better themselves whether that be mentally or psychically.
15) What additional brand extensions do Men's Health offer?
 They offer two other brand extensions which are

• Survival of the fitness- Survival of the fittest is the biggest urban adventure race series in the UK with 15,000 entrants across 4 events nationwide and 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?
Men's Health has an international footprint of an unprecedented scale within male lifestyle publishing. The UK hub is set up to facilitate multi-territory campaigns. The global statistics are as follows:

International Editions: 37
Countries Published: 60
Global Circulation: 4.5M
Global Readership: 26.7M
Website: 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 2017 Calendar suggests the target audience is focused on developing and improving their urban lifestyles. The editorial specials included an adventure special, gym-free transformation guide and a 20 day beach ready countdown edition, suggesting the audience is focused on developing a healthy lifestyle.
18) What audience pleasures are offered by the magazine?
There are two main audience pleasures offered by the magazine, these are: Personal idfentification (seeing your personality and interests reflected in the media) and Surveillance (a way to be informed through media about different topics to use for your own).
19) What lifestyle and job would you expect the average Men's Health reader to have?
I expect the average Men's Health reader to be ABC1 and have a very high paying professional job, potentially even being their own manager.
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?
I believe that Men's Health has remained profitable throughout the time it's been running because of how successful they are when it comes to social media and advertising techniques. They also know how to create a connection with their audience to make them even more engaged with what they are trying to promote, therefore maintaining a high level of engagement.