Magazines – Men’s Health
Context
Hearst Communications is an American mass media and business
information conglomerate that is based in New York
It’s made up of industries such as Cosmopolitan, Esquire and ESPN
The global revenue for 2016 was $10.8 billion
Hearst UK are also responsible for the release of print magazines
such as:
- Cosmopolitan
- Men's Health
- Esquire
- Good Housekeeping
They also have licensed brand extensions such as Men's Health vitamins
These brand extensions create a sense of synergy for consumers, as they would be able to indulge in
the content of each publication, as well and the extra brands produced alongside the actual
magazine
Because they are a conglomerate, it emphasises the fact that Men's Health are involved in a lot of
different areas, across a variety of platforms, and therefore the ideologies reflected in these
publications are likely to be accepted and affect the views of society
17M digital users in the UK – Hearst UK brands also reach 30% of UK women, and 25% UK men
CEO James Wildman thinks that premium content should be paid for and that conglomerates such as
Hearst Communications should charge for their premium content – however, he has not planned to
introduce any paywalls yet
CEO James Wildman believes that "diversification looks the best way to grow."
Hearst runs approximately 100 events a year, which allows them to attract larger audiences by
providing them with the opportunity to experience the brands
e.g. Esquire Townhouse members club pop-up events are held around London, and these events
help to promote the idea that these brands are not just products, but they are also something that
can be lived and experienced
Late 2017 ABC figures:
Men's Health has experienced a 1% increase in circulation. This has meant that they have been able
to retain their position as the number one Men's lifestyle magazine.
Hearst has been using extra analysis to highlight how their brands are targeting new markets
This has enabled them to create new innovative routes to market their brands in an effective way,
which has allowed them to maintain their success
, The Men's Health website and Social Media
Similarities between the website and the print edition of the magazine:
The content posted on all of their social media accounts is more or less the same – keeps the theme
and vibe of the magazine consistent throughout
Each account has a link to the other accounts/Hearst publications where they can sign up for a
subscription
The menu options include pages such as:
- Workouts
- Muscle
- Fitness
- Nutrition
- Weight loss
This highlights the fact that Men's Health still promotes the idea of body image and conforming to
the image that society deems acceptable - i.e. looking toned and muscular etc.
Weight loss section:
Includes different workouts that are specifically tailored and designed to help you burn fat, build
muscle and ultimately lose weight
Appears to be targeting those who are not satisfied with their body weight or their image, those who
would like to lose weight quickly despite a potentially busy schedule
e.g. they offer workouts that will help you to shed calories during your 9-5 job
Building a digital audience is beneficial for Men's Health because it helps them to promote and share
their content to a wider audience
Men's Health are aiming to create a digital audience as it could potentially lead to the promotion of
their print publication too
Advantages Disadvantages
Men's Health would be able to target a wider Means that audiences are less likely to
audience purchase the print version because the online
content is free for them to consume
It's easier to create and release content
Save money on creating the print magazines
and then distributing them
Context
Hearst Communications is an American mass media and business
information conglomerate that is based in New York
It’s made up of industries such as Cosmopolitan, Esquire and ESPN
The global revenue for 2016 was $10.8 billion
Hearst UK are also responsible for the release of print magazines
such as:
- Cosmopolitan
- Men's Health
- Esquire
- Good Housekeeping
They also have licensed brand extensions such as Men's Health vitamins
These brand extensions create a sense of synergy for consumers, as they would be able to indulge in
the content of each publication, as well and the extra brands produced alongside the actual
magazine
Because they are a conglomerate, it emphasises the fact that Men's Health are involved in a lot of
different areas, across a variety of platforms, and therefore the ideologies reflected in these
publications are likely to be accepted and affect the views of society
17M digital users in the UK – Hearst UK brands also reach 30% of UK women, and 25% UK men
CEO James Wildman thinks that premium content should be paid for and that conglomerates such as
Hearst Communications should charge for their premium content – however, he has not planned to
introduce any paywalls yet
CEO James Wildman believes that "diversification looks the best way to grow."
Hearst runs approximately 100 events a year, which allows them to attract larger audiences by
providing them with the opportunity to experience the brands
e.g. Esquire Townhouse members club pop-up events are held around London, and these events
help to promote the idea that these brands are not just products, but they are also something that
can be lived and experienced
Late 2017 ABC figures:
Men's Health has experienced a 1% increase in circulation. This has meant that they have been able
to retain their position as the number one Men's lifestyle magazine.
Hearst has been using extra analysis to highlight how their brands are targeting new markets
This has enabled them to create new innovative routes to market their brands in an effective way,
which has allowed them to maintain their success
, The Men's Health website and Social Media
Similarities between the website and the print edition of the magazine:
The content posted on all of their social media accounts is more or less the same – keeps the theme
and vibe of the magazine consistent throughout
Each account has a link to the other accounts/Hearst publications where they can sign up for a
subscription
The menu options include pages such as:
- Workouts
- Muscle
- Fitness
- Nutrition
- Weight loss
This highlights the fact that Men's Health still promotes the idea of body image and conforming to
the image that society deems acceptable - i.e. looking toned and muscular etc.
Weight loss section:
Includes different workouts that are specifically tailored and designed to help you burn fat, build
muscle and ultimately lose weight
Appears to be targeting those who are not satisfied with their body weight or their image, those who
would like to lose weight quickly despite a potentially busy schedule
e.g. they offer workouts that will help you to shed calories during your 9-5 job
Building a digital audience is beneficial for Men's Health because it helps them to promote and share
their content to a wider audience
Men's Health are aiming to create a digital audience as it could potentially lead to the promotion of
their print publication too
Advantages Disadvantages
Men's Health would be able to target a wider Means that audiences are less likely to
audience purchase the print version because the online
content is free for them to consume
It's easier to create and release content
Save money on creating the print magazines
and then distributing them
