400 changes in 4 weeks: the Men’s Fitness Story

Galvanized relaunched Men’s Fitness one year ago, for American Media Inc., and the results embody the brand’s tagline: “the new measure of success.”

REVENUE:

  • Print: revenue increase of +22% year on year, for all print advertising. For consumer ads only, the revenue increase is +77% (And note: These gains are despite having 2 fewer issues, the magazine went from 12 to 10 issues per year)
  • Digital revenue increase of +96% year on year
  • Overall brand revenue is + 33% year on year (Note: Again, this is a significant increase in light of having two fewer issues in the print cycle)

AUDIENCE:

  • Print:  +20% on newsstand for second half 2013. And 550k ratebase to 600k ratebase.
  • Digital: +152% year on year in uniques and +163% in page views.

NEW ADVERTISERS:

  • Fashion:  Tommy Hilfiger, Victorinox, Macy’s, Buffalo Denim, Geoffrey Beene, Ocean Pacific, Citizen, Movado, Timex, Casio, etc
  • Grooming:  CHANEL, Ralph Lauren Polo Red Fragrance, Zegna Fragrance, Mont Blanc Fragrance, CK Fragrance, AXE, Perry Ellis Fragrance, American Crew, etc
  • Food: SmartWater, Pure Leaf, Kraft P3, Snickers, Altoids, Dannon, Milkyway, etc
  • Liquor:  Grey Goose, Jose Cuervo, Bacardi, Smith & Forge, etc
  • Others:  Microsoft, Amazon, Viagra

AWARDS AND ACCOLADES

Winner: Ad Age A-List

Winner: Adweek Hot List

Continued Buzz in Consumer and Trade Media

  • MF redesign one of Adweek’s 10 Most Read Stories of 2013

A-LIST TALENT

Recent covers have included the biggest names:

  • Mark Wahlberg
  • Ashton Kutcher
  • Jon Hamm
  • Chris Pratt

Wrote Adweek of the redesign, in April 2013:

Two years ago, Men’s Fitness put Vin Diesel on its cover, wearing a red, body-hugging T-shirt and surrounded by coverlines that screamed “Instant muscle” and “53 fat-burning tips.” Vin is back for the June issue, and while he’s still showing off his biceps, this time he’s sporting John Varvatos and Banana Republic.

Sitting at a long conference table in the offices of American Media Inc., chairman David Pecker placed the 2011 issue alongside the new one to underscore the point: Men’s Fitness, long the province of workout tips and Gatorade ads, is going in an upscale lifestyle direction to compete with the likes of Men’s Health, Details and GQ.

It is a triumphant moment for Pecker, who’s tried for years to get Men’s Fitness out of the enthusiast ad ghetto (“We could not even land the cars they drive to the gym”). But it wasn’t until he enlisted what he called his “Delta Force” of Dave Zinczenko and fellow Rodale refugees Stephen Perrine, Joe Heroun and John Mather that he felt he could. “This to me is the biggest thing I did since George magazine,” he effused. “But John was not an editor. Dave is an editor.”

Read the rest in Adweek here.