Dive summary:
- In an effort to carve out more of the men's lifestyle market share, Men's Fitness is increasing the paid circulation guarantee it gives advertisers.
- This is the first time the magazine has increased paid circulation since 2009; the increase will be from 550,000 copies to 575,000 copies.
- In efforts to catch up to main rival publication Men's Health, Men's Fitness hired Galvanized Brands, a consulting firm actually started by a former Men's Health editor-in-chief.
From the article:
"Men's Fitness has a way to go, however, if it hopes to catch up with Men's Health. Men's Health guarantees paid circulation of 1.8 million and has long carried a different class of ads than Men's Fitness, which has been known for its diet and supplement ads. But Men's Fitness has lately brought on 40 new advertisers, Mr. Connors said, including Calvin Klein, Ford, Gap, Tissot Watches and Ralph Lauren Polo."
