Men’s Fitness Increases Rate Base as It Vies for Space in Men’s Category
Men’s Fitness is increasing the paid circulation guarantee it gives advertisers for the first time since 2009 as it tries to capitalize on some new attention in the marketplace.
The increase is relatively small, a hike of 25,000 copies to 575,000 from 550,000, effective with the January/February issue. But it’s notable because publishers have become more conservative about increasing print circulation, where costs have grown and ad support has become somewhat less reliable. It’s also the latest step in a full-court press this year to convince consumers and media buyers that Men’s Fitness is no longer a niche publication for workout addicts, but a lifestyle magazine in the vein of rival Men’s Health or even GQ or Esquire.
In February Men’s Fitness hired Galvanized Brands, the consulting firm started by former Men’s Health editor-in-chief David Zinczenko. Along with Patrick Connors, the VP-publisher at Men’s Fitness, Mr. Zinczenko subsequently visited ad buyers in New York, Los Angeles, Detroit, Chicago and San Francisco to show off a redesign. “It went a long way that he met with the buying community to share his vision and the redesigned magazine,” said Brenda White, senior VP-publishing activation director at Starcom USA.
