By planting itself between the lad’s mag and the men’s lifestyle markets, Men’s Health has ensured its success im a rapidly changing market, according to editor Morgan Rees.
Rees, who picked up this year’s PPA award for consumer magazine editor of the year, said Men’s Health was easily misunderstood, but more people were realising the breadth of the content.
He said: “You can’t really question the decline of lads’ mags. I think men want more from magazines now. It’s very easy to misunderstand what Men’s Health is â€šÃ„Ã¬ people feel that the cover is the entire story.
“When people look inside the magazine, they realise there’s a whole world of content that they weren’t expecting. It’s really about increasing the bandwidth in the magazine.”
Rees also scooped men’s magazine editor of the year at the 2006 British Society of Magazine Editors awards, and during his four years at the helm of Men’s Health has seen consistent ABC rises.
This February, the magazine saw a rise of 2.2 per cent year on year to 238,568, putting the title in third place in the men’s lifestyle sector behind Emap’s FHM and IPC’s weekly, Nuts.
The PPA judges described the title as “one of the most relevant magazines in the UK today”, which Rees said was something the team had been building on over the years.
He said: “We’ve been making sure that tonally it’s a magazine that every man feels comfortable with â€šÃ„Ã¬ it’s not elitist and it’s not laddy, it’s firmly in the middle of the two.
“The remit of the magazine has expanded to make sure that it covers any area of your life that you want to improve.
“Men’s Health works on lots of different platforms at the moment, and one of those is that it should be fun, entertaining and aspirational, but it should also contain a practical element telling you how to get what you want.
“It’s nice to report about a lifestyle that might be beyond you means â€šÃ„Ã¬ but it’s even better to tell you how you can get that lifestyle.