Men's Health Magazine: A History of Men's Wellness and Lifestyle Media
Founded in the United States in 1986 by Mark Bricklin, Men's Health began as a focused health publication. Over the decades, it evolved from a niche health magazine into a comprehensive lifestyle brand, expanding its scope to cover fitness, nutrition, relationships, travel, technology, fashion, and finance.
The publication's journey started with three newsstand test issues produced by Bricklin and Rodale, Inc. editors Larry Stains and Stefan Bechtel. The positive reception of these tests led Rodale to officially launch Men's Health as a quarterly magazine in 1988, coinciding with the start of subscription sales.
ไม่มีภาพประกอบThe Era of Rapid Growth and Global Expansion
In 1988, Michael J. Lafavore was appointed editor. During his 12-year tenure as editor-in-chief, Lafavore transformed the publication's reach and frequency. He increased the publication schedule to ten issues per year and grew circulation from 100,000 to over 1.5 million copies.
Lafavore was instrumental in establishing the magazine's editorial voice, hiring key talent such as Steven Slon and Greg Gutfeld, and collaborating with staff editor Denis Boyles. Under his leadership, the brand expanded internationally into several markets, including:
- Australia
- France
- Germany
- Mexico
- Russia
- South Africa (licensed via Media24 and distributed by Magzter)
- United Kingdom
By the time Lafavore departed in 2000, Capell's Circulation Report recognized Men's Health as the Circulation Performer of the Decade. He was succeeded by Greg Gutfeld, who served for one year before David Zinczenko took the helm in 2000.
Scaling the Brand Under David Zinczenko
Under David Zinczenko's leadership, the magazine saw significant commercial growth. Ad pages increased by 80%, rising from 700 to 1,150, and circulation continued to climb, reaching 1.7 million by 2003 and nearly 1.8 million by 2006. By 2001, the brand had established 21 international editions.
Zinczenko introduced data-driven content, such as the 2001 annual list of cities with the healthiest men. This ranking was based on twenty live-long parameters, which included death rates (homicide and disease), illness rates (stroke, heart disease, and high blood pressure), body-mass index (BMI), fitness training, and environmental factors like the availability of golf courses and parks.
ไม่มีภาพประกอบEditorial Philosophy and Public Criticism
Despite its success, Men's Health has faced criticism regarding its impact on male psychology. Some critics, including the New York Times, suggested the magazine catered to men's anxieties regarding sexual performance and body image, potentially increasing the risk of compulsive over-exercising and eating disorders. The Columbia Journalism Review further argued that the publication exaggerated the possibilities of autonomous personal transformation.
Zinczenko defended the editorial approach, stating that the magazine aimed to overcome male resistance to health as a subject. He redefined health as a holistic concept inclusive of great food, sex, and endorphin-boosting exercise to make it a concept men would want to embrace.
The magazine also faced scrutiny over its marketing tactics, specifically the reuse of cover taglines and the use of small credit lines on covers. Zinczenko noted that since 80% of sales come from subscriptions, the newsstand covers (the remaining 20%) utilize the most effective proven marketing tools to attract new readers.
Digital Transformation and Diversification
Starting in 2004, the magazine shifted its visual strategy, featuring celebrities and athletes on the cover with their shirts on. The brand also expanded into various media and product formats:
- Books and Apps: The "Eat This, Not That!" column became a successful book series in 2007 and a suite of iPhone applications. By 2009, the EatThis.MensHealth.com section saw 1 million unique visitors and 15 million page views monthly.
- Interactive Media: In 2008, the magazine partnered with Google for back-issue access and launched America's first fully interactive advertising magazine, allowing readers to send promotional "bounce-backs" to their phones via photos.
- Mobile Ecosystem: Under editor-in-chief Matt Bean, the brand developed over 40 apps for Android, BlackBerry, and iPhone. "Eat This, Not That! The Game" won an American Society of Magazine Editors award for Best Interactive Tool.
The magazine also leveraged high-profile interviews, featuring president-elect Barack Obama in its 20th-anniversary issue in November 2008 and again in 2010 to discuss health care.
Modern Evolution and Recent Milestones
In 2011, Bill Phillips succeeded Zinczenko as editor-in-chief. A landmark moment occurred in November 2014 when the magazine featured its first reader on the cover: Noah Galloway, an amputee veteran and winner of the Ultimate Men's Health Guy Search.
The publication's commitment to quality was recognized in February 2015, when it won the National Magazine Award for General Excellence. When Matt Bean became editor-in-chief in 2016, he initiated a visual redesign led by Creative Director Mike Schnaidt. This new aesthetic was inspired by military field manuals, hiking maps, and auto repair guides, introducing new sections like "The Exchange," "Unfiltered," and "Field Guide," as well as the digital franchise MH Longform.
ไม่มีภาพประกอบKey Facts
- Founded: 1986 (US), launched as a quarterly in 1988.
- Founder: Mark Bricklin.
- Peak Circulation: Approached 1.8 million by 2006.
- Key Franchises: "Eat This, Not That!" and "Belly Off! Diet".
- Major Award: National Magazine Award for General Excellence (2015).
- Digital Innovation: Developed 40+ mobile apps and the first interactive advertising magazine in the US (2008).
| Period/Year | Key Leader | Major Milestone/Achievement |
|---|---|---|
| 1988 – 2000 | Michael J. Lafavore | Circulation grew from 100k to 1.5M; expanded to 7+ countries. |
| 2000 – 2011 | David Zinczenko | Ad pages increased 80%; circulation reached ~1.8M. |
| 2011 – 2016 | Bill Phillips | Featured first reader (Noah Galloway) on cover (2014). |
| 2016 – Present | Matt Bean | Visual redesign and launch of MH Longform. |
Frequently Asked Questions
Who started Men's Health magazine?
The magazine was started by Mark Bricklin in 1986 in the United States, initially as a health-focused publication before evolving into a broader lifestyle magazine.
How did the magazine expand its reach globally?
Under editor Michael J. Lafavore, the magazine expanded into the UK, France, Germany, Mexico, Russia, Australia, and South Africa, where it is licensed by Media24.
What is the "Eat This, Not That!" franchise?
Originally a column in the magazine, it became a book series in 2007 and a collection of mobile applications, focusing on dietary choices and weight loss.
What criticisms has Men's Health faced?
Critics have argued that the magazine's focus on physical perfection can increase body anxiety in men, potentially leading to eating disorders or compulsive exercising.
What was unique about the 2008 advertising approach?
Men's Health created the first fully interactive advertising magazine in America, allowing readers to take photos of ads to receive promotional "bounce-backs" on their phones.
Who was the first reader to appear on the cover?
Noah Galloway, an amputee veteran and winner of the Ultimate Men's Health Guy Search, appeared on the cover in November 2014.