Men's Health Flashcards
What were men’s magazines like in the past?
- Cars- e.g. What Car?
- Fishing- e.g. Angling Times
- Pornography- e.g. Playboy
- What was the gap in the market of men’s magazines of the past?
- What was the stereotype of glossy mags in the past?
- General lifestyle magazines- these only covered women + hobbies; as men didn’t need mag to tell them how to live.
- Feminine
When do we see a change in the stereotypical men’s magazine?
1980s-90s:
- How did the men’s magazine market take off?
2. What were main features of ‘lads mags’ like ‘Loaded’ and ‘FHM’?
- Took off with the launch of ‘lads mags’:
- 1984: Loaded; FHM, Zoo, Nuts
- Represented British Lad Culture - Football
- Misogynistic and pornographic representations of women e.g. ‘50 Sexiest Girls On TV’
- Football
- History of Men’s Health
2. Psychographics of Men’s Health audience
- Est. 1987, USA
- Presented different type of content to ‘lads mags’
- Est. 1987, USA
- Targets Aspirers & Succeeders
- Elements of Mainstreamers and Explorers
- Targets Aspirers & Succeeders
Audience of Men’s Health- class
Majority are ABC1 Men- 64%
In basic terms, how does Uses and Gratifications theory apply to Men’s Health?
- Personal Identity: Readers enjoy how mag reflects and endorses/validates their lifestyle
- Surveillance: Mag is focused on self-improvement and learning how to live a healthier more successful life: “When it comes to goals, claim the hat trick”.
- Who is the publisher of Men’s Health?
2. When was the release of the first UK edition of the magazine?
- It was Rodale Inc., founded 1987; Rodale was then bought by Hearst Magazine.
- 1995
What was the total circulation in ABC of Men’s Health and GQ for 2016?
Men’s Health: 180,000
GQ: 117,000
What was the total readership for Men’s Health, GQ, and Esquire for 2016?
Men’s Health: 995,000
GQ: 336,000
Esquire: 109,000
What was the ABC1 readership for Men’s Health, GQ, and Esquire for 2016?
Men’s Health: 643,000
GQ: 237,000
Esquire: 85,000
What was the AB readership for Men’s Health, GQ, and Esquire for 2016?
Men’s Health: 321,000
GQ: 146,000
Esquire: 64,000
What is the difference between readership and circulation?
- Circulation: The amount of copies printed and distributed by the magazine.
- Readership: An estimate of how many people read the mag in total (e.g. mags in gym or waiting room will be read by many diff. people)
- How do the majority of readers access Men’s Health magazine?
- How many combined social media followers does Men’s Health have?
- According to the Men’s Health media pack, they generally interact with the digital version:
- via a mobile device- 68%
- via a desktop- 21% - 1,295,000
What are the statistics (demographics, personality traits, etc) like for the combined digital and print audience for Men’s Health (2016)?
- 905,000 are ABC1, aged 25-44
- 700,000 have a degree
- 200,000 earn over £50,000
What is the fashion philosophy of Men’s Health?
Fashion should be
- Stylish
- Contemporary
- Wearable
- Individual
How much do readers of Men’s Health spend on fashion collectively per year?
1.1 billion. This suggests that being fashion forward is part of modern masculinity, demonstrating a shift from the view that only women are obsessed with fashion.
What is the average watch collection value of the Men’s Health audience?
- £4,123
- Suggest that audience is wealthy, sophisticated
- Succeeders- able to afford dear watches + buy them based on reliability
- Aspirers- seek status + want to show it off by buying luxury goods.
What % of Men’s Health readers moisturise daily?
73%- subverts stereotyped
What does the magazine suggest about its audience for fitness and technology in their media pack?
- ‘Fitness evangelists’ - treat fitness like religion; should be idolised for their fitness
- ‘Early adopters of tech’- innovators, forward-thinking
What are the three magazine brand extensions of Men’s Health Luxe?
- Urban Active
- Synchronised
- Epicure
Urban Active (Men’s Health Luxe)
- Sports luxe fashion mag
- Partnership w/ Harrods
- Showcases continuing trend of high-end performance + fashion apparel
What does the extension Urban Active suggest about the Men’s Health audience?
- Sports are still central to men’s leisure today
- Fitness fashion with a masculine edge- changing lifestyle values of men
Synchronised (Men’s Health Luxe)
- As of 2016, it was in its 8th year
- Produced alongside leading horologists
- Must-have buyer’s guide for all watch-lovers, regardless of expertise (or lack thereof)
What does the extension Synchronised suggest about the Men’s Health audience?
- Audience have free time + wealth to spend on collecting watches
- Audience seek status and sophistication
- ‘Professional’ accessories = central to men’s fashion
Epicure (Men’s Health Luxe)
- Gastronome mag
- Showcases:
o Best in food and drink
o Best restaurants
o Kitchen skills
o Fine dining
What does the extension Epicure suggest about the Men’s Health audience?
- Cooking is becoming more gender neutral
- Audience is likely single- single men more likely to cook
- Pro cooking seen as a man’s job
- Food is central to high life of men
- How much do Men’s Health readers spend on car purchases per year?
- Why is this significant?
- What does the statistic about how much Men’s Health readers spend on car purchases suggest?
- £2bn per year
- More than any other magazine (barring Top Gear and Autotrader)
- Cars are still central to men’s leisure, seen as very masculine
- Cars are a symbol of wealth and status
- Cars are still central to men’s leisure, seen as very masculine
Survival of the Fittest event
- Biggest urban adventure race series in the UK
- 15,000 entrants across 4 events nationwide
- Supporting TV, mag, digital and social campaign which reaches millions
Men’s Health Product Range
- Premium products centred around its core health, fitness, and wellbeing editorial pillars
- e.g. Gym equipment, recipe sets, health supplements.
Global statistics for Men’s Health
- Global readership of 26.7 million
- 25 websites
Apply Blumler and Katz’ Uses and Gratifications theory to Men’s Health
- Personal Identity: Reflection and validation of their lifestyle is of particular enjoyment to readers
- Surveillance: Allows ppl to be on top of developments in health, fitness, fashion, etc; Central focus-self-improvement- ‘When it comes to goals, claim the hat-trick’
Why hasn’t Men’s Health struggled as much as other magazines?
- Embraced digital media- 25 websites, huge social media following- reach wider audience + market product more effectively, relatively cheaply.
- Brand extensions: mag can support itself with sales from brand extensions e.g. product range despite gen mag sales decline
In terms of representation, how does Men’s health challenge stereotypes, with examples?
- Feat Howell in ‘The Marathon Man’ article; countertype senile, weak older men stereotype; aspirational due to physicality, determined to go on w/work-out regime
- Subverts idea that men have to be ‘tough’ emotionally by confronting issue of male mental health issues e.g. depression- ‘#Slay Winter Blues’
- In terms of representation, how does Men’s health compound stereotypes, with examples?
- What does the cover suggest about the ‘ideal male body’?
- Vin Diesel- Trad. masculine identity, muscular body, association with action movies.
- Fat free (no gut)
- Muscular- six pack + t-shirt arms
- Fat free (no gut)
Media Language on the front cover- House style
- Limited colour palette- shades of blue, black and white
- Distinct house style (Serif fonts and colour palette)
Media Language on the front cover- Conventions
- ‘Masculine’ colour palette
- Recognisable star- Vin Diesel; whole body + he’s an action hero- trad masculine= reflects interests of mag.
Coverlines on the front cover- typographical codes, intertextual links, and an example of a coverline
- Sans serif font
- Link to image of Vin Diesel eg. ‘lose 8kgs fast’ = intertextual link to Fast and Furious franchise
- ‘103 shortcuts to t-shirt arms’
Lifestyle/ideologies represented in the magazine, purpose of the coverlines, semiotics
- Consistent message- lifestyle values, masculine identity
- Brief captions summarise each article (ski holidays, diet)
- Symbolic images mental health/nutrition
- Algorithms and Blues- indexical link to social media + depression/mental health
P101 of Men’s Health- 1
- 5 column layout, action shot of Phillip Howells running; captions overlay image w/inspirational quote, info of physical activities
- Marathon Man- intertextual link to film; inspiring role model- ‘run 30 miles, swim 2 miles, and cycle 40’
P101 of Men’s Health- 2
- ‘Flour Power’- pun; shift from cooking being feminine; positioned next to flexing bicep w/egg on it- fitness is priority
- Editor’s letter directly addresses audience: uses and grats, social interaction- feel like part of community
- ‘True Grit’- men still aspire to be tough
What type of magazines marked a change in men’s magazines?
- Arena, 1986: upmarket men’s fashion magazine for urban man; built on success of The Face, i-D, Blitz of 1980s
- Upper class fashion and lifestyle magazines GQ (est 1931) and Esquire (est 1933)
How many countries is Men’s Health published in?
- 37 international editions
- Published in 60 nations
- Best-selling men’s mag in the UK and US
What is the cover price of Men’s Health on this issue?
£3.99
