There is a massive appetite for health and fitness information. But with so much free data available online, publishers have to make sure this sector doesn’t become bloated by providing unique, targeted and authoritative content – fit for purpose, reports Karen Taylor.
health check
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ising levels of obesity and the cost of both private and public health- care combine to make health and fitness a major issue. Both govern- ments and individuals are only too
aware of the benefits of preventive action – in terms of nutrition and fitness, including mental health. The magazine industry is in a prime position to provide relevant informa- tion and support – but it has its competitors on the web and in the pages of newspapers and lifestyle publications. As a result, some of the more general magazines in the sector have seen falling circulation figures. Oth- ers are fighting back, honing their content and straddling other markets and platforms to keep their magazines alive and kicking. Meredith in the US is very much at the
heart of the sector, with brands like Fitness and Eating Well. “Currently, there are several major societal trends driving the sector’s appeal. First, and foremost, is that in the US consumers have been embracing a health- ier lifestyle as a way to reduce their risk
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for illness as well as to maintain a healthy weight,” says Steve Lacy, chairman and CEO. “The challenges of obesity in the US, along with the residual impact on health such as the rise in diabetes and heart disease have raised awareness of the importance of a healthy diet and the need for regular physi- cal exercise, regardless of your age. Fitness and Eating Well represent a unique combi- nation of audiences pursuing that active, nutritionally balanced approach to life. “Additionally, as the cost of health care
has risen, and changes in the health care system under the new health care act begin to be implemented, the individual becomes more responsible for taking pre- ventive health steps to reduce their risks as well as health care expenditures. “When you combine these two cul-
tural shifts the result is a market that is growing on many fronts from active lifestyle events to retail pro- grammes to content distribution.” “The most enduring, and still-grow-
Steve Lacy, chairman and CEO, Meredith, USA
ing trend is taking charge of your health through prevention,” says Maria Rodale, CEO and chairman of Rodale. “One of our flagship titles, Prevention magazine, is evi- dence of that fact. At more than 60 years old, Prevention has just completed a pro- cess of ‘reinvention’ to cater to the huge set of Baby Boomer women who have rede- fined each era that they’ve passed through – and who are poised to continue to lead the way with a new spirit of what it means to live a healthy and inspired life. A pre-