Men's Health - Industries

Industries

Hearst publishing

1) Hearst UK is part of Hearst Communications. What is Hearst Communications and where is it based?

It is an American international media and commercial information company headquartered in New York City's Hearst Tower.

2) What media industries and brands make up the Hearst Communications conglomerate?

Hearst owns the San Francisco Chronicle, Houston Chronicle, Cosmopolitan, and Esquire, among other newspapers, magazines, television channels, and television stations.

3) What was the global revenue for Hearst Communications for the most recent year on record?

11.4 billion dollars.

4) Focusing on Hearst UK, what other magazine brands are part of Hearst UK publishing? How many UK people do they reach in print and online?

Hearst owns Harper's Bazaar, Cosmopolitan, Elle, Men's Health, and Good Housekeeping. They have a digital reach of 17 million people online and reach 30% of women and 25% of males in the UK.


1) What is James Wildman's plan for Hearst UK?

His goal is to increase print share to stem declines, boost digital growth, diversify revenues through events and partnerships, and consider purchases.

2) What percentage ad decline are consumer magazines facing?

The percentage of ad drop in consumer publications is 10%.

3) What Wildman think about premium content and paywalls?

"I think we should charge for our premium content," he argues, using Good Housekeeping's "most extraordinary recipe archive" as one example. However, he claims that no paywalls are currently in the works.

4) How has Hearst used diversification to grow the business?
Hearst hosts around 100 events every year and intends to focus on fewer, larger events such as Esquire Town House. Hearst also wishes to expand the size of Good Housekeeping's reputable certification team, which examines goods.

1) Is Men's Health increasing or decreasing in circulation?

Men's Health is up 0.51 percent, with a total ABC of 146,785.

2) What does the press release say about recent successes associated with Men's Health?

Men's Health's #MendTheGap campaign continues to help bridge the gap between attitudes toward mental and physical health, and their selection of home gym equipment is unrivalled. Argos is marketing a premium gym line.


The impact of digital media on the print magazines industry

1) Why are traditional print magazines struggling?

Traditional print magazines are failing as a result of the internet's accessibility and simplicity of use. This is because most publications can be found for free on the internet.

2) What genre of magazines is currently bucking the trend and increasing sales? Why is this?

Due to the shifting political atmosphere in many regions, global news and political publications are seeing increased sales, providing a demand for sources that educate readers about current events across the world, and they appear to be more trustworthy than internet media.

3) In contrast, what magazine genres are struggling?

Look - weekly sales down 35% year on year to 59,390

Closer - down 19.8% to 196,126

Now - down 20.8% to 86,838

Grazia - down 13.4% to 110,031

Heat - down 16.6% to 120,175

4) What statistics are provided to demonstrate the decline in the print magazines industry between 2010 and 2017?

The top ten actively purchased print publications in the UK saw a 42 percent decline in sales from 2010 to 2017, and a 55 percent drop from 2000.

5) What percentage of ad revenue is taken by Google and Facebook?

65%.

6) What strategies can magazine publishers use to remain in business in the digital age?

They take use of different advertising options and have adapted to the emergence of social media by building a big online presence and providing exclusive online content, such as the many magazine stories on Snapchat.

7) Why does the Hearst UK CEO James Wildman suggest that the magazine industry is not dead?

"We sell over 5 million a month, which is hardly dead," James Wildman said, "and we have 20 million unique UK users online every month, with more than twice that on social media."

8) What examples from the Guardian article are provided to demonstrate how magazines are finding new revenue streams? What is the Men's Health branding used for?

Endorsements, accreditation, and licensure are all example from The Guardian article.

9) What signs for optimism might there be for traditional magazine brands?

There is the option of adapting to internet services and social media, such as connecting with people who would normally read conventional copies through Twitter or Youtube.

10) Why do you think Men's Health has remained successful in the digital age?

Men's Health have retained their place in the industry and digital age as they've managed to offer unique and premium content for their target audience, men. They may still be successful in the long term if they broaden their market and give their readers with material that they enjoy.


The Men's Health website and social media

1) What similarities do you notice between the website and the print edition of the magazine?

Both employ the same colour scheme using red and blue, which is usually associated with publications aimed towards males. intensity, passion, depth, and power connotations

2) What newsletters are offered by Men's Health what do they include?

They provided a newsletter that focused on getting individuals fitter and healthier.

3) What are the menu options? What does this suggest about the representation of men and masculinity associated with Men's Health?

As a result of the menu bar's inclusion of topics like as mental strength and style, nutrition, fitness, and exercises, the magazine's masculinity appears to be moving in a more progressive path than in past years.

4) What target audience are these features aimed at?

The mental strength section includes: 

experts to monitor British Olympians

- Will smith supports Naomi Osaka

- New FOMO

- A science tutor explains what anxiety is.

5) Do you think the Men's Health website is trying to sell the print version or simply build a digital audience? 

By expanding their usage of social media and advertising for the online magazine, Men's Health is aiming to create a digital audience, which might be a negative since it could lead to a lack of print marketing and a reduction in physical sales.

6) How does the Men's Health Twitter feed use 'clickbait' to try and get users to click through to the magazine's website?

Because it displays the growth of strong individuals, those who watch it are encouraged to follow suit and become stronger.

7) How does the Twitter feed uses images and video content alongside text and links?

Men's health magazine uses pictures to make the audience feel that they can look like that if they read or use it.

8) What does the Men's Health Instagram suggest about the Men's Health brand?

To attract a varied audience, Men's Health uses social media to develop a digital audience so that the business may continue to exist even if print magazines are no longer published.

9) Is the Men's Health social media designed to sell the print magazine or build a digital audience?

Men's health web pages are more likely to be visited by an online audience, as that is where the majority of target audiences are located. A digital audience is being sought by Men's Health because it looks to be the future of mass media, since print appears to be going away.

10) Evaluate the success of the Men's Health brand online. Does it successfully communicate with its target audience?

On the whole, Men's Health has built a strong online presence by utilising every option at their disposal in order to attract an audience.