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?
The magazine introduces itself as the biggest-selling men’s lifestyle magazine, both in the UK and worldwide. Its 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?
The introduction suggests that the representation of masculinity in Men's Health is more focused on fitness and maintaining a healthy lifestyle which reinforces the stereotypes of hypermasculinity
3) 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). Men’s Health (UK edition) has a circulation of around 100,000 and a readership of closer to 1 million
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?
At the time that this Media Pack was published, the circulation of Men's Health was 180,000 according to figures from ABC taken from January-June 2016 but up-to-date figures show that (according to figures from ABC taken from January-December 2021) the circulation of Men's Health dropped to 89,811
5) How do readers generally interact with the digital version of the magazine?
Readers generally interact with the digital versions of the magazine via the Men's Health website which has 562,000 monthly unique users (Comscore), 1,200,000 monthly users (GA) and 1,934,000 monthly page views (GA). This website is predominantly accessed on mobile by 68% of users and by 21% on desktop and 11% on tablets
6) How many people do Men's Health reach across social media platforms?
Across social media platforms, Men's Health reaches a total of 1,295,000 people. This number is made up of 944k from Facebook, 285k from Twitter and 66k from Instagram
7) What is the audience profile for Men's Health readers?
- 905k are ABC1, aged 25-44
- 700K have a degree
- 200K earn over £50K
8) What is the Men's Health fashion philosophy? How much do Men's Health readers collectively spend on fashion?
The Men's Health fashion philosophy is stylish, contemporary, wearable and individual- Men's Health readers collectively spend £1.1bn on fashion a year
9) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?
73% of Men's Health readers use moisturiser daily. This suggests that modern-day Men's Health readers' view of masculinity is different from the opinions of older generations because older generations would have the impression that self-care for men's physical appearance is a feminine trait that would make men less masculine. This means that there are real generational differences in opinions about identity (David Gauntlett)
10) What audience pleasures are offered by the magazine?
One of the audience pleasures that are offered by the magazine is surveillance- this is because the magazine is full of advice and information on how to keep yourself fit and healthy which means that this magazine is informative and provides helpful information which is considered to be an audience pleasure. Men's Health also offers the audience pleasure of personal relationships- this is because Men's Health uses celebrities on the front cover that certain audiences may have a strong interest for (especially if the celebrity is part of a franchise that has a large fan base) which also provides an audience pleasure because audiences enjoy seeing celebrities they recognise on magazines
11) What lifestyle and job would you expect the average Men's Health reader to have?
The lifestyle and job I expect for an average Men's Health reader to have is a healthy lifestyle that includes a good diet and regular workouts at the gym and a job that earns a lot of money- perhaps an office job or working for a big company based on how much they spend on fashion every year
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?
I think it is likely that Men's Health has remained in business when many other magazines have struggled due to the rise in digital media because it has not stuck to the traditional views of masculinity- as masculinity is changing, Men's Health is changing with it. This is because there is less toxic masculinity in society and this has been reflected through the subversion of toxic masculinity in the magazine- the reinforcement of traditional male stereotypes is losing dominance in this magazine as well as society
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