Magazines: Men's Health - Audience
Our first Magazine Close-Study Product is Men's Health.
We need to study both the target audience for Men's Health and the audience pleasures that readers get from the magazine.
Notes from the lesson
Men’s Health (UK edition) has a circulation of 146,000 (down 16% in a year and including 50k free copies) 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”.
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?
2) What does the introduction suggest about the representation of masculinity in Men's Health's?
3) How do the print statistics for Men's Health compare to GQ and Esquire?
in every one of the four classifications Men's Health is as yet number one as they have the most noteworthy number contrasted with GQ and Esquire
4) What is the difference between circulation and readership?
readerships what number of individuals read it and course is what number of they produce and sell
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].
Dissemination: 180,000
Readership (ABC1 men): 643,000
Readership (AB men): 321,000
6) How do readers generally interact with the digital version of the magazine?
7) How many people do Men's Health reach across social media platforms?
Twitter 285K
Instagram 66K
8) What is the audience profile for Men's Health readers?
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?
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 normal watch accumulation is £4,123.Men's Health crowd would be that most of perusers are in the ABC1 statistic.
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 the perusers lotion day by day, this proposes how this subverts how manliness is regularly depicted with muscles and so on which subverts the things you'd ordinarily partner with manliness.
12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?
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?
Synchronized-Now in its eighth year, our yearly watch exceptional is created with the ventures driving horologists and is an absolute necessity have purchasers control for beginners and devotees.
Urban Active-Sports-luxury design magazine created in organization with Harrods exhibiting the proceeding with pattern for top of the line execution of style attire
14) What do the Men's Health luxe magazines suggest about the demographics and psychographics of the Men's Health audience?
this release proposes the intended interest group is the ages between 26-45. The psychographics would be aspirers, this is a direct result of the luxury versions in light of the fact that the crowd individuals would look for improve things in their way of life.
15) What additional brand extensions do Men's Health offer
16) What are the global statistics for Men's Health?
Worldwide versions: 37
Nations distributed: 60
Worldwide flow: 4.5 million
Worldwide readership: 26.7
Sites: 25
Uniques: 23.7 million
Web-based social networking Footprint: 19.3 million
17) What does the 2017 calendar editorial specials suggest about the Men's Health audience?
18) What audience pleasures are offered by the magazine?
Observation and Personal Identification
19) What lifestyle and job would you expect the average Men's Health reader to have?
ABC1-high salary work
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?
they have a prominent male individuals on their principle covers who is important which makes the group of spectators need to peruse it as they may admire him
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