Dive Brief:

• AMI's Men's Fitness is a year removed from a rebranding that shifted its focus from bodybuilding tips to men's lifestyle — a change spearheaded by former Men’s Health editor Dave Zinczenko and vice president and publisher Patrick Connors, formerly at Condé Nast's Glamour. 
• The shift, meant to compete with publications like Men's Health, has increased circulation by 4% and newstand sales by 20% in the second half of 2013. 
• The new subject matter has also attracted a different style of advertiser —​ rather than supplement companies, Men's Fitness is now scoring deals with Mercedes, Tommy Hilfiger, Movado, and Chanel. 

Dive Insight: 

The ad sales team had its work cut out when Men's Fitness decided to make the shift. Certainly, many brands were confused as to how they fit in with Men's Fitness subject matter, but it seems as if advertisers are coming around. Last summer, the publication increased its circulation guarantees to advertisers, which likely helped the cause, as well.