special report / health and well being magazines
MEREDITH
» EATING WELL US: Circulation: 600,000 (rising to 750,000 in the July issue). Readership: +4.5 million.
» FITNESS US: Circulation 1.5 million. Readership: nearly 7 million
nathalon will be in 20 countries with 24 events and host upwards of 25,000 run- ners and 115,000 festival participants. “Another example is our Coach prod-
uct, which is an SIP/bookazine in Q&A format with repurposed and reorganized content. It’s a great, low-cost companion product to the main edition that focuses on single-subjects in great depth, such as muscle-building, grooming, weight- loss and sports training. Some 40 issues of Coach in 15 countries (and every con- tinent we publish in) have run since it was created in 2009; markets include Germany, France, Philippines, UK, Bra- zil, Mexico, South Africa, and Australia.”
Healthy future? As for the future? “Half of the world’s popu- lation is overweight or obese. It is a growing health issue – so health and weight loss will be front of mind for those people who want to live healthier lives. It is certainly an inter- est area. How consumers will consume that information – whether it’s in magazines, on an app or tablet, or digital magazine via the web remains to be seen,” says Murphy. Lacy is upbeat: “There continues to be
area for the last few years. It is something that we would certainly look to move into.” Novick says Women’s Health will launch
in seven markets in the next 12 months including the Netherlands, Poland and Spain. “For Men’s Health, we are explor- ing a re-launch in Scandinavia. When we closed there in 2001, we were a bit early but now the trends in the market support that Men’s Health will do well there; we’re also looking at the Baltics, and Japan. “Bicycling launched in Australia and Swe- den earlier this year and we’re looking at two more launches in 2013. Preven- tion’s success in the US is leading to a lot of interest globally and we are cur- rently in discussions in several markets.” Brand extensions are also doing well,
according to Novick. “One great example is the Men’s Health Urbanathalon, which has been a domestic fixture in the extreme race circuit for the past seven years and has expanded, globally. In 2013, Urba-
TOP HEALTH TITLES
THE US » Athlon Sports (9.23 million) » Spry (9.10 million) » Remedy’s Healthy Living (3.19 million)
THE UK » Slimming World (420,011) » Benhealth (356,089) » Men’s Health (216,336)
HUNGARY » Vital Magazin (79,561) » Nok Lapa Egeszseg (19,474) » Wellness (12,537)
fipp.com
THE NETHERLANDS » Golf Journaal (247,062) » Happinez (161,231) » Voetbal International (142,026)
POLAND » Modana Zdrowie (324,521) » Przepis na Zdrowie (190,618) » Men’s Health (59,360)
PORTUGAL » Prevenir (34,830) » Men’s Health ( (25,015) » Sport Life (13,973)
SERBIA » Lepota l zdravlje (33,334) » Top zdravlje (31,085) » Zena & zdravlje (29,908)
SPAIN » Saber Vivir (220,004) » Cuerpomente (46,098) » Mente Sana (45,362)
SWEDEN » Ma Bra (77,900 » Topp Halsa (52,500) » Halsa (40,100)
SWITZERLAND » Vista Gesamtausgabe (727,945)
» Schweizer Hausapotheke (296,523)
» Astrea Apotheke Gesamtau (267,573)
JAPAN » Nikkei Health (86,488) » Genk ga deru karada no ho (63,770)
tremendous opportunities for growth, espe- cially in the area of content marketing. At Eating Well, for example, the brand has had tremendous success building a media model that includes a very robust B2B business. “Under this model, Eating Well content is
licensed to health care providers, as well as other companies positioning themselves as health focused to target their customers interested in healthy eating. One example includes a programme with the regional supermarket chain Giant Eagle based in Pittsburgh, PA. The company turned to Eat- ing Well for Health and Wellness shopper content programming. Eating Well pro- vides multi-platform, monthly-themed content packages that support their cor- porate dieticians and pharmacy staff’s merchandising, community and employee programmes. The programme’s goal is to help shoppers and the 35,000 Giant Eagle employees alike make the connection between good food and healthy living.” He says the US continues to be a solid
growth market, but also Europe and Asia as the populations from those countries continue to age, and the demand for healthy lifestyle information increases. Psychologies is being relaunched in a few
markets, this year, according to de Saint Simon: “In the UK we are in the process of relaunching the magazine with a new pub- lisher – Kelsey, we were with Hearst before. We are also relaunching Psychologies with Prismer (which handles Grazia) – mov- ing the two teams together in Madrid.” Expansion is also on the cards, with the publisher “working on a new European country” and two plans in Central and Latin America. But, according to de Saint Simon: “Our
focus is also on profitable brand exten- sions and we have done a lot of work here. We do a lot of stand-alone editions – one being health-related – we’re on digi- tal, of course, but we are also extending up-market cruises.
It is a very profitable
income. We do books and work a lot with companies and brands helping them understand better their markets, readers and their society. I do believe this is one of the ways magazine brands can extend and grow new sources of revenue. There are two other areas where I see growth in the next couple of years – extending sub- scriptions, using big data and the digital kiosks. We can extend through tablets and the knowledge that the databases give us. There is a big issue here that demands new types of skills that publishers don’t have. “Growth markets for us aren’t nec-
essarily geographic but rather our products and brands,” says Novick. “Wom- en’s Health is the biggest opportunity we have for future growth and has been a huge engine of growth globally – driv- en by the traditional media markets. “All of the markets were crowded and
then we launched this solid and unique product, which has really resonated. It’s dis- proved the notion that print is dead. Beyond Women’s Health, the growth will be driven by extensions of the brands. Men’s Health is essentially in every meaningful market so now we’re looking to events, apps, and other products to grow the footprint.”
issue 76_2013 | Magazine World |27
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