Men’s Health As a Multi-Platform Powerhouse Brand

Men’s Health, Singapore’s number one men’s magazine (Nielsen Media Index 2008), is going one up on itself with a slew of strategic initiatives aimed at cementing its top spot in the minds and hearts of the local male consumer.

Starting from the July 09 issue, Men’s Health has amped up its content and given its pages a fresh new look, to make it even more relevant and accessible to the local male audience. Although the magazine’s core focus of health and wellness remains unchanged, a greater emphasis has been placed on building up other sections that impact men’s everyday life, such as sex and relationship, technology, career, money and more. Advertisers also welcome the expansion of the style and grooming pages, as this gives the magazine a more lifestyle appeal. With a cleaner look, contemporary colours and new reader-friendly design elements, it is now even easier to navigate Men’s Health for all the useful tips and tricks every month.

Alongside the magazine’s enhancements, Men’s Health Online (http://www.menshealth.com.sg) now features an array of content offerings that appeal to the sophisticated and active man, including regular lifestyle features with daily updates, fitness and nutrition resources, and web tools to help members with their health and fitness goals.

Following the site’s revamp and relaunch in April, menshealth.com.sg registered a 400% increase in page views and is currently ranked 7th on the Hitwise Health & Medical – Wellbeing category*.

The website is also home to Men’s Health Runners – a running community where members gain access to exclusive resources, tips and workshops. To further engage our readers in cyberspace, Men’s Health also maintains an active presence on Facebook and Twitter, making it a truly multi-platform.

Apart from the print and online formats, advertisers can also choose to communicate their brands via other platforms, such as Men’s Health’s signature event: Are You Men’s Health Enough? Are You Men's Health Enough?Now into its third year, the event is a search for a guy who embodies the Men’s Health ideal: someone who leads a healthy, well-balanced lifestyle, and has triumphed despite the odds. The event provides over six months of extensive exposure to partners in a wide variety of media: in-magazine, online (website, eDMs), outdoor advertising, press advertisements, press coverage etc. In addition to the extensive publicity rollout, partners also enjoy product placements and exclusive feature stories on their activities conducted for the contestants, with the activity snapshots and videos posted on the event website. Readers are further engaged on the website as they are invited to vote for their favourite finalists: this year saw an overwhelming 100,000 votes.

Beyond what is already a hugely successful print title, Men’s Health is moving quickly into multiple interactive and integrated platforms to become a powerhouse brand, one that engages the much-sought after male audience in a way that no other brand can, and at the same time connecting this audience to Men’s Health’s business partners.

* Source: Hitwise, June 2009


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