Hope Harding
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.
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.
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For 3 month subscription: Print - £3 Online - £3 Print & Online - £5
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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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e l i of “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.”
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GROOMING “He is part the groomed dandy and part the family man, with an interest in maintaining a healthy mind, body and overall wellbeing.”
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“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 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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Z i n e C o v e r s These are the covers of the Location specific Men’s Health supplement that will be realised online. Set at issue one the overriding theme of the zine covers are landscapes, giving the viewer an immediate recognition of the city alongside its name. I have tried to make the covers fun by playing around with the movement of text. As you can see, these covers have the text overflowing from the image itself whilst covers on the facing page see the text bouncing around in various places.
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Z i n e C o v e r s The covers will vary month to month but within that month all locations will stay fairly similar, for example with these issues all the text is blue and in the Johnston ITC Font with location images of landscapes or iconic landmarks. These are the types of things that will change month to month. For example next month, the cover image may be quirky bars and restaurants with a red font. The covers will try to tell a story of the zine from month to month.
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This month’s story is all about the overall city, being the first issue I didn’t want to be too specific with the covers.
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Leaving the cover broad allows freedom within the content of the zines, meaning the journalists can take an overall view of the city and pick out certain parts that they feel sum up the city best.
This is an example of the content of a zine. Men’s Health Devon. This zine talks about surfing, where to stay for a cheap and luxury getaway and much more relating to the Devon lifestyle.
This is another example of the content of a zine. Men’s Health London. This zine talks about restaurants, recipes, walking around London and more London goodness.