GREG BRUMANN | IM241 | WINTER 2012
TOPICS
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CLIENT BRIEF ......................................... 03
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INSPIRATION ......................................... 08
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COMPETITIVE ANALYSIS ............... 09
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SKETCHES ................................................ 10
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FINAL PRODUCT ................................ 11
GREG BRUMANN | IM241 | WINTER 2012
CLIENT BRIEF
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CLIENT: Men’s Health Magazine
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BACKGROUND: Mens Health Magazine is the world’s largest men’s magazine brand, with 44 editions around the world. It is also the best-selling men's magazine on U.S. newsstands. It covers fitness, nutrition sexuality, lifestyle and other aspects of men's life and health. The magazine's website, averages 38 million page views a month.
GREG BRUMANN | IM241 | WINTER 2012
CLIENT BRIEF •
TARGET AUDIENCE: Men’s Health has a total audience of over 12 million, with an average age of 37.7 years old, an average household income of just over $81,000. 83% of the readers are men, and 57% of them are above the age of 35. MARITAL STATUS MARRIED
HOUSEHOLD INCOME
SINGLE
AGE RANGE 18-34
2008
$50k + $60k + 49%
51%
$75k +
57%
$100k +
43%
0 20 40 60 80
GREG BRUMANN | IM241 | WINTER 2012
CLIENT BRIEF •
OBJECTIVE: This information graphic is intended to educate the viewer, and leave them with a desire to make these small, yet effective changes in their lives to reduce the risk of stroke. Unmodifiable risk factors include age, gender, ethnicity, and stroke family history. In contrast, other risk factors for stroke, like high blood pressure or cigarette smoking, can be changed or controlled by the person at risk. While this all may seem like common knowledge, it clearly isn't, else we wouldn't have such a high incidence rate of stroke. Educating men will only improve their lives.
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OBSTACLES: Men are notorious for ignoring health issues, which means reading literature about it is also unlikely - that is where an information graphic is able to gain some ground. Creating a graphic that entices men to read it further is an absolute must to avoid this obstacle.
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BENEFIT: Creating an information graphic instead of just writing an article is allows you a better opportunity to connect with your target audience, which will educate them, and hopefully inspire them to make these small, effective changes in their daily life.
GREG BRUMANN | IM241 | WINTER 2012
CLIENT BRIEF •
OBSTACLES: Men are notorious for ignoring health issues, which means reading literature about it is also unlikely - that is where an information graphic is able to gain some ground. Creating a graphic that entices men to read it further is an absolute must to avoid this obstacle.
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BENEFIT: Creating an information graphic instead of just writing an article is allows you a better opportunity to connect with your target audience, which will educate them, and hopefully inspire them to make these small, effective changes in their daily life.
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SUPPORT STATEMENT: Men ignore health problems, this is no secret, so educating them in a way where they can still feel like they are “ignoring it” will really be effective. Placing this information graphic near a popular section of Men's Health will ensure that it receives maximum visibility, in turn increasing knowledge, something that has to be done to fight the battle against strokes.
GREG BRUMANN | IM241 | WINTER 2012
CLIENT BRIEF
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TONE: This will be light-hearted and fun, yet still very information. Comfortable colors that relate to the topic will be used. Textured grays, traditional reds, basic graphics. San-Serif types will make up the body copy, and the title will be a custom typeface.
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MEDIA: This information graphic will be printed in the June issue of Men's Health magazine. It will take up an entire 8.5”x11” page
GREG BRUMANN | IM241 | WINTER 2012
INSPIRATION
GREG BRUMANN | IM241 | WINTER 2012
COMPETITIVE ANALYSIS TOTAL AUDIENCE
AGE
HOUSEHOLD INCOME
MENS HEALTH
12,004,000
37.7
$81,736
MAXIM
11,298,000
31.5
$68,775
GQ
6,612,000
34.3
$72.738
GREG BRUMANN | IM241 | WINTER 2012
SKETCHES
GREG BRUMANN | IM241 | WINTER 2012
FINAL PRODUCT
GREG BRUMANN | IM241 | WINTER 2012
RESOURCES •
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MEN’S HEALTH MAGAZINE •
http://www.menshealth.com/mediakit/aud_demos.html
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http://www.menshealth.com/mhlists/stroke_prevention/index.php
MAXIM MAGAZINE •
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GQ MAGAZINE •
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http://www.maximmediakit.com/print/readership/
http://www.condenastmediakit.com/gq/circulation.cfm
AARP •
http://www.aarp.org/health/conditions-treatments/info-11-2010/lifes_simple_seven.html
GREG BRUMANN | IM241 | WINTER 2012