Market Report By Hope Harding
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Contents: Brand History - 6 Executive summary - 8 Competitor Analysis Men’s Fitness - 10 Competitor Analysis GQ - 11 Consumer Profile - 14 Industry Situation - 16 Market Situation - 18 Brand Analysis - 20 Action & Implementation Plan - 22 Conclusion - 30 Bibliography - 40 Appendix - 43
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Who are...
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Who are Men’s Health? Men’s Health; a menswear fitness magazine, with years of overwhelming success. Launched in the US in 1987 the magazine was brought to the UK in 1995 and had a building success, growing to top outselling both GQ and Esquire combined! With 41 editions worldwide it is the UK’s best-selling men’s magazine and their online site is the UK’s biggest upmarket men’s lifestyle website. Over the years, despite the success of the magazine, Men’s Health have experienced much scrutiny over the aesthetics of the brand, some claiming it looks like its targeted at a gay audience: In the year 2009 when a question feed titled ‘Men’s Health Magazine – How Gay is It?’ Arose. Comments began to spread:
“I
think
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embarrassing version of gay porn.” Appendix 1
Other views have suggested despite their attempts at being fairer to media stereotypes by not having a naked girl on the cover, they replaced said girl with a ‘beefy’ ‘hot’ young man creating harsh expectations for men. So by 2009 Men’s Health was a very successful, yet sexually confused, magazine. Looking at the magazine 6 years on, today, not much has changed; the magazine looks exactly the same, with the typical white background, red text and hunky men. Titling itself a health magazine, posing as a 90’s throw back and claiming to be a lifestyle magazine, Men’s Health couldn’t get more confusing!
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Executive summary This report proposes to create a location specific Men’s Health supplement that will be realised online. The zines will be monthly issues relating to multiple cities in the UK for example, Men’s Health London, Men’s Health Liverpool, Men’s Health Swansea and many more. Each zine will feature articles on where to eat/drink/play in that particular city. Being 12 - 20 A5 pages the articles will be written by numerous journalists around the country who’s job it is to travel around the city they are in and find cool and quirky places to write about. The monthly zines will be published online and at the end of the year a journal will be published and sent out with subscription orders and out up for sale, separate to the magazine, in all major stores and online. The annual will consist of all the articles from each monthly magazine, separated by location still, and it will be a Men’s Health Guide to UK Cities. The main aim of this zine is to give Men’s Health a new branch of consumers, as of now Men’s Health are a very successful magazine company, catering for men who are interested in health, sport, style, food and cooking. The aim is to get men who are interested in those same things, but don’t currently read Men’s Health as they view it as solely a body building magazine, and introduce them to the magazine through the supplement which they should feel more comfortable with.
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Examples from the London zine.
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Competitive situation Men’s Health has multiple competitors, given that the magazine industry is so saturated. Their most similar competitor in terms of aesthetics and content would be Men’s Fitness.
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Strengths: - They talk about more areas of a man’s life, including women & sex. - Men’s Fitness has the youngest readership in its competitive set.
Weaknesses: - The magazine industry is highly saturated and difficult to stand out in - Website is not as developed as Men’s Health – unpleasant to view.
Opportunities: - Increase amounts of varied content. Make Website more developed and easy to navigate - Introduce more blog content online.
Threats: - Magazine industry is falling – Print to become non-existent. - Fitness blogs becoming more frequent – out do online magazine pages
Another competitor of Men’s Health is GQ, a menswear lifestyle magazine.
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Strengths: - GQ is the only magazine in Britain dedicated to bringing you the very best in glamour, investigative journalism, comment, men’s fashion, lifestyle and entertainment. - Winner of 56 major awards - 21.9 Million users worldwide - 19 Editions worldwide
Weaknesses: - Less issues worldwide than Men’s Health - The magazine industry is highly saturated and difficult to stand out in.
Opportunities: - Increase amounts of varied content. - Introduce more blog content online
Threats: - Magazine industry is falling – Print to become non-existent. - Fitness blogs becoming more frequent – out do online magazine pages
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When conducting a research survey into and their competitors, the survey asked
Men’s Health the question...
“If you were to buy a male magazine, would you prefer to buy Men’s Health or GQ” You can see the results in the graph here, but including the people who answered “I don’t know what Men’s Health is” 65.39% of people would buy GQ leaving 34.61% to buy Men’s Health. This seems to be mainly due to aesthetics; 50% of people asked stated they didn’t know Men’s Health had content other than fitness and body building articles. Many people are put off by the overall look of Men’s Health, feeling like it is a body building magazine and doesn’t feature content that they would be interested in.
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If Men’s Health had more of an aesthetically appealing look or section to the magazine, this would make a big impact on Men’s Health customer profiles given that it would appeal to more customers. Men’s Health does not need a re-brand, the company are very successful at what they do selling an average of 248,792 printed copies, their site was re-launched in April 2015, but this will add something to the company with location specific online zines, the company will benefit enormously from this and begin to rival magazines such as GQ on another level.
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The Men’s Health Man - Consumer Profile The target audience for ‘Men’s Health Location Zines’ will be men (and women) between the ages of 18 – 30, I include women as the zines will be targeted at anyone interested in a particular area in the country, age is also subjective however it will contain activities more common with young men.
BEER
GYM CARS
FOOTBALL
“Brands need to be aware that the modern male is now a much more complicated blend.” LS:N GLOBAL ‘He has a traditional idea about family and settling down – if we have a sex feature, it’s aimed at the man in a long-term relationship.’ Deputy Editor Mike Shallcross
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“There’s no celebrity fluff in there. The lad mags have stuck to the same formula for over a decade, filling the pages with Page 3 starlets. Men can go online for that.”
GROOMING
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“He is part the groomed dandy and part the family man, with an interest in maintaining a healthy mind, body and overall wellbeing.”
“There is a need for premium material in the magazine market – we concentrate on what the article can give the reader,” Deputy editor Mike Shallcross.
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Industry situation Of course Men’s Health are a magazine company and so, in the magazine industry. This is a huge industry with vast amounts of content, from online companies to printed, the magazine industry is vastly saturated and can be hard to make an impact on. Men’s health have been successful at this for many year, constantly developing content that stands aside its competitors as something different. “There is a need for premium material in the magazine market – we concentrate on what the article can give the reader,’ ‘There’s no celebrity fluff in there. The lad mags have stuck to the same formula for over a decade, filling the pages with Page 3 starlets. Men can go online for that.” Men’s Health deputy editor Mike Shallcross. (LS:N Global) The magazine industry is now suffering, there are so many ways of people getting information now, people are not spending the time or money on printed news, this means magazine companies have to adapt to online content and finding away to get consumers to view their content and not others. ‘The findings show that 88% of respondents said they paid nothing for accessing online news portals in March, up from 84% in September 2009.’ This figure is damaging to press companies, as they need to find away to be the company they want to be, produce the content they want and do it whilst maintaing a successful customer base and profits. By adding something like Men’s Health Location Zines, Men’s Health can produce their magazine whilst offering their consumer something different. For those consumers that prefer online content, this is a great way of being able to experience the magazine through the internet.
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“There is a need for premium material in the magazine market – we concentrate on what the article can give the reader,’ ‘There’s no celebrity fluff in there. The lad mags have stuck to the same formula for over a decade, filling the pages with Page 3 starlets. Men can go online for that.” Men’s Health deputy editor Mike Shallcross.
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Market situation Men’s Health sits in the comfortably in the male health and fitness magazine market. Having been around for many years the magazine has recently out done their competitors such as FHM. This quote from an article on LS:N Global shows the success Men’s Health gained back in 2009.
“Men’s Health magazine increased its circulation over the past year to 250,000, taking over from FHM as the top selling men’s title for the first time in 13 years, while tits-and-pub-joke titles Zoo and Nuts lost 31% and 25% of their respective readerships, according to the latest ABC magazine circulation figures.” LS:N Global 18
Fashionability - Strong interpretation of fashion trends
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L o w Fashionability - Weak interpretation of fashion trends
As you can see from the brand-positioning map above, Men’s Health doesn’t look too healthy; this however is not the case. Despite being on the lower side of Fashionablitiy, Men’s Health are great at what they do, they just don’t focus as much on fashion and trends as other male focused magazines do. This is something I wish to evolve and change with the Men’s Health Location Zines. As the zines will be published online the only real cost for the magazine will be time. As the zine will not be printed monthly, being able to create great online content that is accessible for all is a great unique characteristic that will bump the magazine up on the brand positioning map closer towards a high interpretation of fashion trends. Men’s Health focus on, you guessed it, Health! But by adding a selection of lifestyle zines they will be opening up their brand identity and giving themselves more USP’s. These zines will also change the visual elements of the brand, making them a more aesthetically pleasing also adding to the likeability of the brand.
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Brand analysis of Men’s Health
Product: A male directed health and fitness lifestyle magazine, with content on style, food, fitness and more.
Price: £3.99 per printed issue.
Place: Subscriptions can be ordered from Men’s Health online along with multiple online sites such as WHSmiths etc
Promotion: Price per issue will never incur a promotional change, however if bought though a subscription savings can be made up to 16.95 for online and printed issue and £7.97 for singular platforms.
Printed versions can be bought from most high street newsagents.
For 3 month subscription: Print - £3 Online - £3 Print & Online - £5
Men’s Health also occasionally offer supplements free of charge when buying the magazine. This happened approx. 4 times a year.
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S Strengths: - 41 editions worldwide - 178 key advertisers in print - 98 key advertisers online - UK’s best-selling men’s magazine - Menshealth.co.uk is the UK’s biggest upmarket men’s lifestyle website.
Opportunities: - A Location Specific zine online. - Increase amounts of varied content. - Mix up the cover; make it more appealing to those less interested in the fitness parts of the magazine. - Introduce more blog content online.
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Weaknesses: - People view Men’s Health as a Gay magazine, Weakness as this is not what the magazine is going for. ‘Men’s Health Magazine – How Gay is It?’ Arose. Comments began to spread: “I think is an embarrassing version of a gay porn.” - The magazine industry is highly saturated and difficult to stand out in - Content and imagery is very focused on fitness, disguises style and other content.
Threats: - Magazine industry is falling – Print to become non-existent! - Fitness blogs becoming more frequent, out do online magazine pages
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Action and implementation plan Men’s Health Locations (Find list of the locations for Men’s Health Zine’s on page 31). Chosen from a list of UK Cities, Men’s Health will represent 23 English Cities, 2 Scottish, 2 Welsh, 1 Northern Irish and 2 extra places not deemed a city but that we feel should be represented. This list has room for change and growth, this is what Men’s Health will start with and using web analytics I will asses how well the zines are received and whether certain cities should be removed and which places could be added. In terms of layout and aesthetics, each zine will be fairly similar. The cover will be uniform, with a simple picture and a white boarder, a grey Men’s Health Logo smaller than the place name which will be in a darker grey, Goudy Old style font. Inside the layout will also be universal amongst the zines, with a grey box around the page number on the right hand side page, bottom corner, and another grey box around the chapter name top left hand page. The text will be separated into columns with faded pictures underneath. The colour grey will be a key theme in the issues. As the months go on the colour scheme will change, for example month one is grey and month two may be burgundy, all the colours will be toned down and never too intrusive.
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Action and implementation plan (cont.) Men’s Health Location Zine will be advertised online and in the main Men’s Health publication. Given that the contents will be shown online any time a consumer goes on the site they will find a tab on the menu bar leading them to the zine. (Current menu bar shown below)
The contents of the zines will also help to advertise the zine, for example, if when creating the London zine there is an article on a store that makes and sells handmade shoes, this store would bring his consumers to the publications just as the zine will bring it’s readers to the company. These publications will not be a showcase for celebrity talent, or use celebrities to endorse the zine. These zines are purely about the content and can use the main magazine for publicity and recognition with out having to sacrifice the pure content. There wont be adverts in the zine it’s self but will use sponsors for articles and one off zines/reviews.
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Conclusion In the executive summary of this report, a proposal was made to create a location specific Men’s Health supplement that would be realised online. Consisting of monthly issues relating to multiple cities in the UK i.e. Men’s Health London, Men’s Health Liverpool and many more. Each zine will feature articles on where to eat/drink/play in that particular city. The aim was to get men who are interested in the things Men’s Health write about but don’t currently read Men’s Health as they view it as solely a body building magazine, or aren’t drawn to their overall aesthetics, and introduce them to the magazine through the supplement which they should feel more comfortable with. Through the research of this report, I have been successful in doing this. Creating a supplement which appeals to a much wider audience and have not lost the overall integrity of the brand. Going forwards with this idea, the future ambitions of the project are countless and endless! There are many opportunities that could lead the supplement to a higher recognition. One example of this would be to turn the supplement into a Sunday supplement. Releasing the zine with newspapers like The Sunday Times etc as a promotional zine. For the content of the zines, freelance writers will be used. This is an element that can be adapted and evolved, using famous writers for one off articles along with publishing the zine or elements of, on their blogs and pages becoming a guest writer/feature.
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Bath // Birmingham // Brighton & Hove // Bristol // Cambridge // Canterbury // Chichester // Durham // Oxford // Plymouth // Portsmouth // Sheffield // Southampton // Westminster // York // Edinburgh Exeter // Leeds // Liverpool // London // Manchester // Newcastle upon Tyne // Norwich // Nottingham Glasgow // Cardiff // Swansea // Belfast // Added Locations:Bournemouth:Devon
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Bath // Birmingham // Brighton & Hove // Bristol // Cambridge // Canterbury // Chichester // Durham // Oxford // Plymouth // Portsmouth // Sheffield // Southampton // Westminster // York // Edinburgh
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Exeter // Leeds // Liverpool // London // Manchester // Newcastle upon Tyne // Norwich // Nottingham Glasgow // Cardiff // Swansea // Belfast // Added Locations:Bournemouth:Devon
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Bath // Birmingham // Brighton & Hove // Bristol // Cambridge // Canterbury // Chichester // Durham // Oxford // Plymouth // Portsmouth // Sheffield // Southampton // Westminster // York // Edinburgh
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Exeter // Leeds // Liverpool // London // Manchester // Newcastle upon Tyne // Norwich // Nottingham Glasgow // Cardiff // Swansea // Belfast // Added Locations:Bournemouth:Devon
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Bath // Birmingham // Brighton & Hove // Bristol // Cambridge // Canterbury // Chichester // Durham // Oxford // Plymouth // Portsmouth // Sheffield // Southampton // Westminster // York // Edinburgh
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Exeter // Leeds // Liverpool // London // Manchester // Newcastle upon Tyne // Norwich // Nottingham Glasgow // Cardiff // Swansea // Belfast // Added Locations:Bournemouth:Devon
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Bath // Birmingham // Brighton & Hove // Bristol // Cambridge // Canterbury // Chichester // Durham // Oxford // Plymouth // Portsmouth // Sheffield // Southampton // Westminster // York // Edinburgh
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Exeter // Leeds // Liverpool // London // Manchester // Newcastle upon Tyne // Norwich // Nottingham Glasgow // Cardiff // Swansea // Belfast // Added Locations:Bournemouth:Devon
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Bibliography // Texts Posner, H, 2011. Marketing Fashion (Portfolio). English: Laurence King. Men’s Health Media Pack. 2015. [ONLINE] Available at: http://assets.menshealth.co.uk/main/assets/ Media_Pack/MH_MEDIA_PACK_V15_FINAL.pdf?mtime=1432746860. Men’s Health Magazine – How Gay is It? | marksimpson.com. 2015. Men’s Health Magazine – How Gay is It? | marksimpson.com. [ONLINE] Available at: http://www.marksimpson.com/blog/2007/05/18/menslifestyle-mags-–-how-gay-are-they/. Plunkett, J, 2014. Men’s Health stays strong at top of paid-for men’s magazine market. [Online]. Available at: http://www.theguardian.com/media/2014/aug/14/mens-health-hearst-rodale-conde-nast-gq 2015. Men’s Health Launches Men’s Health Lab - The Ultimate Vitamin Range For Men, [Online]. Available at: http://www.sportsvibe.co.uk/kit-and-reviews/fitness/men-s-health-launches-men-s-health-lab-theultimate-vitamin-range-for-men-43040/ What is fashion communication Anna Pegg Presentation 2015. [ONLINE] Available at: https://mycourse.aub. ac.uk/bafsc6/communication/fashion-product-development/anna-pegg-presentation/. Consumer Intelligence Anna Pegg Presentation 2015. [ONLINE] Available at: https://mycourse.aub.ac.uk/ bafsc6/communication/fashion-product-development/anna-pegg-presentation/. PR Anna Pegg Presentation 2015. [ONLINE] Available at: https://mycourse.aub.ac.uk/bafsc6/ communication/fashion-product-development/anna-pegg-presentation/. Plunkett, J, 2010. Men’s Health stays ahead as lads’ mags suffer. [Online]. Available at: http://www. theguardian.com/media/2010/aug/12/mens-health-magazine-abcs Vernon, P, 2009. Men’s Health - Arrival of the Fittest. [Online]. Available at: http://www.theguardian.com/ lifeandstyle/2009/sep/27/magazines Plunkett, J, 2009. Men’s Health overtakes FHM. [Online]. Available at: http://www.theguardian.com/ media/2009/aug/13/magazine-abcs-mens-health-fhm GQ Media Pack, 2015 [Online]. Available at: http://digital-assets.condenast.co.uk.s3.amazonaws.com/ static/mediapack/gq_media_pack_latest.pdf Rayner, M, 2009. HEALTH AND MALEBEING. HEALTH AND MALEBEING, [Online]. Available at: https://www.lsnglobal.com/news/article/791/health-and-malebeing Dagliden, J, 2010. Vast majority pay nothing for online news, [Online]. Available at: https://www.lsnglobal. com/news/article/1849/vast-majority-pay-nothing-for-online-news Men’s Fitness | American Media Inc. 2015. [ONLINE] Available at: http://www.americanmediainc.com/ brands/mens-fitness. WHSmith. [ONLINE] Available at: http://www.whsmith.co.uk/products/men39s-health/9012000001544
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Bibliography // Images Men’s Health David Beckham. [ONLINE] Available at: http://menshealthsix.com-is.co/us23/. Beer, (2015), Beer [ONLINE]. Available at: https://www.thrillist.com/drink/nation/the-21-best-beer-bars-inthe-world Surfing, (2015), Surf [ONLINE]. Available at: https://en.wikipedia.org/wiki/Surfing Beard, (2015), B [ONLINE]. Available at: https://s-media-cache-ak0.pinimg.com/236x/da/5d/69/ da5d69ff4087b5671f107bd88e6eae88.jpg Golf, (2015), G [ONLINE]. Available at: http://passportto.iberostar.com/2015/02/golf-in-malaga-everythingfor-the-sport/ Skateboarding, (2015), S [ONLINE]. Available at: http://www.zaptravel.com/lists/skateboarding Beard, (2015), Man [ONLINE]. Available at: http://www.buzzfeed.com/rachelzarrell/this-man-got-stupidlyhot-after-he-spent-a-year-growing-a-be?sub=3298951_3055999#.dwl4DBYxb Grooming, (2015), M [ONLINE]. Available at: https://s-media-cache-ak0.pinimg. com/236x/42/6c/30/426c30e9c7f1c155d9f6fdc30b6793e2.jpg Random Ghost | shrbr: Fracture series by flight404 on Flickr. . 2015. [ONLINE] Available at: http://www. randomghost.com/post/86272286137/shrbr-fracture-series-by-flight404-on-flickr. WABI SABI Scandinavia - Design, Art and DIY.. 2015. [ONLINE] Available at: http://wabisabi-style.blogspot. se. colourfulness. 2015. [ONLINE] Available at: http://c-o-l-o-u-r-world.tumblr.com/post/35476507229/wantmore-silvergrey-check-out-my-blog Tafoni | Flickr - Photo Sharing!. 2015. [ONLINE] Available at: https://www.flickr.com/photos/ janepell/11812066883/. Aitor Renteria | EMPTY KINGDOM. 2015. [ONLINE] Available at: http://www.emptykingdom.com/sfw/ featured/aitor-renteria/. ARTE, ARQUITECTURA Y DISEÑO: POR QUÉ LA ARQUITECTURA SIGUE SIENDO FANTÁSTICA. 2015. [ONLINE] Available at: http://artearquitecturaydiseno.blogspot.pt/2011/10/por-que-la-arquitecturasigue-siendo.html. Fotosache Arndt. 2015. [ONLINE] Available at: http://fotosache-arndt.blogspot.se/search?updatedmax=2013-08-23T12:59:00%2B02:00&max-results=10&start=10&by-date=false. Grey. 2015. [ONLINE] Available at: http://theultralinx.com/2014/03/random-inspiration-128-architecturecars-style-gear/. CONCRETE : Pygment. 2015. [ONLINE] Available at: http://www.pygment.com/indexhibit/index.php?/ photography/concrete/
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Bibliography // Images Hear Hear Amsterdam. 2015. [ONLINE] Available at: http://hearhearamsterdam.tumblr.com/ post/102614399826. Lisa Mettier » cold. 2015. [ONLINE] Available at: http://lisamettier.com/cold/. 25 Ways To Design an Awesome Poster and Create a Buzz For Your Next Event – Design School. 2015. [ONLINE] Available at: https://designschool.canva.com/blog/25-ways-to-design-an-awesome-poster-andcreate-a-buzz-for-your-next-event/. Magazine layout. 2015. [ONLINE] Available at: http://indulgy.com/post/PUFYyJbkX1/magazine-layout. IV - EDITORIAL DESIGN. 2015. [ONLINE] Available at: http://houhouhaha.fr/iv-editorial-design. Tiny Zine, Big LoveZine | HOKK fabrica. 2015. [ONLINE] Available at: http://hokkfabrica.com/create-yourown-zine-inspired-by-zinester/. 30 Beautifully Designed Posters | From up North. 2015. [ONLINE] Available at: http://www.fromupnorth. com/beautiful-poster-designs-1196/. Men’s Health Magazine UK November 2015 [ONLINE]. Available at: http://www.worldwidenewsonline. com/media/catalog/product/cache/1/image/9df78eab33525d08d6e5fb8d27136e95/s/c/scan0023_290.jpg Men’s Health Magazine Australia 2015 [ONLINE]. Available at: http://www.healthforthewholeself. com/2011/05/distressing-news-about-male-models/mens-health-magazine/ Gym, (2015), Gym [ONLINE]. Available at: http://www.seanlerwill.com/rays-bulking-diary-week-8/ Football, (2015), F [ONLINE]. Available at: http://www.ourdunya.com/5-best-football-players/ Cars, (2015), C [ONLINE]. Available at: http://www.carrideguide.com
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Appendix Page 1: Cover Page: Men’s Health Logo Page 3: Inside Page: Men’s Health Logo Page 4: Men’s Health November Issue Cover - Hugh Jackman Page 6: Image 1 - Men’s Health Cover // David Beckham Page 7: Quote: ‘Men’s Health Magazine – How Gay is It?’ Online forum // “I think it is an embarrassing version of gay porn.” Page 9: Image 1 - My Own Image // Men’s Health London Zine Cover Image 2 - My Own Image // Men’s Health London Zine Article // Spaghetti Alla Gricia Page 10: Representation of Harriet Posner, Marketing Fashion 2011 Page 99 // Men’s Fitness SWOT Analysis FIND PAGE IMAGE AFTER APPENDIX Page 11: Representation of Harriet Posner, Marketing Fashion 2011 Page 99 // GQ SWOT Analysis FIND PAGE IMAGE AFTER APPENDIX Page 13: My Own Image // Screen Shot of Survey Monkey Results // “If you were to buy a male magazine, would you prefer to buy Men’s Health or GQ Magazine?” 2015 FIND IMAGE AFTER APPENDIX Page 14: Representation of Harriet Posner, Marketing Fashion 2011 Page 123// Consumer Profile // The Men’s Health Man // Images taken from Pinterest and Google Image search (Find in bibliography) FIND PAGE IMAGE AFTER APPENDIX Page 15: Representation of Harriet Posner, Marketing Fashion 2011 Page 123// Consumer Profile // The Men’s Health Man // Images taken from Pinterest and Google Image search (Find in bibliography) FIND PAGE IMAGE AFTER APPENDIX Page 16: Quote 1 // “There is a need for premium material in the magazine market – we concentrate on what the article can give the reader,’ ‘There’s no celebrity fluff in there. The lad mags have stuck to the same formula for over a decade, filling the pages with Page 3 starlets. Men can go online for that.” LS:N Global // HEALTH AND MALEBEING // Max Reyner Quote 2 // Dagliden, J, 2010. Vast majority pay nothing for online news // ‘The findings show that 88% of respondents said they paid nothing for accessing online news portals in March, up from 84% in September 2009.’ Page 17: “There is a need for premium material in the magazine market – we concentrate on what the article can give the reader,’ ‘There’s no celebrity fluff in there. The lad mags have stuck to the same formula for over a decade, filling the pages with Page 3 starlets. Men can go online for that.” LS:N Global // HEALTH AND MALEBEING // Max Reyner Page 18: “Men’s Health magazine increased its circulation over the past year to 250,000, taking over from FHM as the top selling men’s title for the first time in 13 years, while tits-and-pub-joke titles Zoo and Nuts lost 31% and 25% of their respective readerships, according to the latest ABC magazine circulation figures.” // LS:N Global // HEALTH AND MALEBEING // Max Reyner 43
Page 19: Representation of Harriet Posner, Marketing Fashion 2011 Page 53 // Brand positioning map // Men’s Health FIND PAGE IMAGE AFTER APPENDIX Page 20: Representation of Harriet Posner, Marketing Fashion 2011 Page 34-44 // Men’s Health // The 4P’s FIND PAGE IMAGE AFTER APPENDIX Page 21: Representation of Harriet Posner, Marketing Fashion 2011 Page 99 // Men’s Health // Swot Analysis FIND PAGE IMAGE AFTER APPENDIX Page 22: My Own Images // Men’s Health London Cover Page 23: My Own Images // Men’s Health London Contents // Editors note and Article Page 24: Colour mood board // Images taken from Pinterest // Links in bibliography Page 25: Colour mood board // Images taken from Pinterest // Links in bibliography Page 26: Layout mood board // Images taken from Pinterest // Link in bibliography Page 27: Layout mood board // Images taken from Pinterest // Link in bibliography Page 28: Screen shot // Men’s Health Web Page Header // Menshealth.co.uk Page 29: My Own Image // Cover // Men’s Health Brighton Page 31: My Own Image // Cover // Men’s Health Birmingham My Own Image // Cover // Men’s Health Cambridge Page 32: My Own Image // Cover // Men’s Health Newcastle My Own Image // Cover // Men’s Health Manchester Page 33: My Own Image // Cover // Men’s Health Liverpool My Own Image // Cover // Men’s Health Leeds Page 34: My Own Image // Cover // Men’s Health Gloucester My Own Image // Cover // Men’s Health Glasgow Page 35: My Own Image // Cover // Men’s Health Exeter My Own Image // Cover // Men’s Health Edinburgh Page 36: My Own Image // Cover // Men’s Health Durham My Own Image // Cover // Men’s Health Chichester Page 37: My Own Image // Cover // Men’s Health Canterbury My Own Image // Cover // Men’s Health Cardiff Page 38: My Own Image // Cover // Men’s Health Bournemouth My Own Image // Cover // Men’s Health Belfast Page 39: My Own Image // Cover // Men’s Health Bath My Own Image // Cover // Men’s Health Bristol 44
Harriet Posner, Marketing Fashion 2011 Page 99 // SWOT Analysis Used on pages 10, 11 and 21 of this report.
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Harriet Posner, Marketing Fashion 2011 Page 123 // Consumer Profile Used on pages 14 and 15 of this report.
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Harriet Posner, Marketing Fashion 2011 Page 53 // Brand Positioning Map Used on page 19 of this report.
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Harriet Posner, Marketing Fashion 2011 Page 34-44 // The 4P’s Used on page 20 of this report.
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Harriet Posner, Marketing Fashion 2011 Page 34-44 // The 4P’s Used on page 20 of this report.
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Survey Monkey // Men’s Health Magazine Research // Conducted by Hope Harding
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Survey Monkey // Men’s Health Magazine Research // Conducted by Hope Harding
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Survey Monkey // Men’s Health Magazine Research // Conducted by Hope Harding
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Survey Monkey // Men’s Health Magazine Research // Conducted by Hope Harding
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Survey Monkey // Men’s Health Magazine Research // Conducted by Hope Harding
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Hope Harding 56