August 14, 2017 Last Updated 1:44 pm

American Media Inc. shutters print edition of Men’s Fitness, boosts Men’s Journal rate base

ICUMI: American Media Inc., which acquired Men’s Journal from Wenner Media in June, will now shutter its own men’s title, in a sign that the market cannot support two major titles in the men’s category

The men’s category is getting a little consolidated after American Media Inc. announced on Friday that they will be shuttering its own men’s title, while continuing the magazine it recently acquired from Wenner Media, Men’s Journal. The AMI book, Men’s Fitness, will live on digitally, but those staffers that are not already working on Men’s Journal will be let go, according to reports.

Men's FitnessWith the move, AMI said it will be boosting Men’s Journal’s print circulation to 1.25 million, quite a jump considering the circulation’s of the two magazines combined barely reach that point. In its last statement, Men’s Fitness listed its paid subscriptions at round 670K, while Men’s Journal was at around 728K. Single copy for both books was below 50K per issue. So, apparently, there was only minimal overlap.

“It’s clear, as evidenced by numerous third party research studies, that today’s affluent men are looking for, and eager to invest in, curated experiences and adventures,” said Men’s Journal Chief Revenue Officer Jay Gallagher said in the announcement (see below). “AMI believes that Men’s Journal is well-positioned to meet these consumer demands by extending our national footprint and deepening our authority in this space with the addition of even more world-class editorial and the significant improvements in paper quality and trim size, so that we can continue to build on our position as the only destination for adventurous men.”

The sale of Men’s Journal was the second for Wenner Media, publisher of Rolling Stone. The publisher sold US Weekly to AMI in March for about $100 million. While US Weekly was seen as potentially a profitable title, Men’s Journal was not, though now that Men’s Fitness will no longer be in print, it might fair better.

The new look Men’s Journal, with 50 pages more editorial content, will debut with the November issue.

Here is AMI’s announcement from Friday:


AMERICAN MEDIA, INC. ANNOUNCES MEN’S JOURNAL CIRCULATION INCREASE AND ADDITIONAL BRAND GROWTH INVESTMENTS

NEW YORK, NY — August 11, 2017 – American Media, Inc. today announced that it was further building on its recent investment in Men’s Journal by increasing the brand’s print circulation to 1.25 million, a 66% increase as current readers of Men’s Journal and Men’s Fitness will be receiving Men’s Journal beginning with the November issue. The integration is part of a broader strategic investment in Men’s Journal that also includes a frequency increase to 12 issues per year and enhancements in both the print and digital products. The brands will continue to maintain separate digital destinations at mensjournal.com and mensfitness.com.

“It’s clear, as evidenced by numerous third party research studies, that today’s affluent men are looking for, and eager to invest in, curated experiences and adventures,” said Men’s Journal Chief Revenue Officer Jay Gallagher. “AMI believes that Men’s Journal is well-positioned to meet these consumer demands by extending our national footprint and deepening our authority in this space with the addition of even more world-class editorial and the significant improvements in paper quality and trim size, so that we can continue to build on our position as the only destination for adventurous men.”

The increase in circulation positions Men’s Journal as a leading brand in the men’s lifestyle category. In addition to the increased reach, the print edition will feature nearly 50 additional pages of editorial content beginning with the November issue. The additional editorial will build upon the brand’s expertise in adventure, travel and gear, and additional fitness content from Men’s Fitness, while delivering the trusted and respected storytelling the brand has developed over the last 25 years.

“Today’s man doesn’t waste time and is more discerning in how he spends it than ever before,” said Men’s Journal Chief Content Officer Greg Emmanuel. “Making the upgrades in content, scale, and quality underscores that AMI and Men’s Journal, unlike anyone else in the industry, are willing to make investments to deliver on what today’s men need most.”

In addition MensJournal.com will also be introducing new products and experiences in the coming months including proprietary ad technologies built on engagement metrics, increased targeting capabilities, and an OTT experience in 2018.

AMI also announced that digital investments would be made in Men’s Fitness as the brand shifts to a digital-first strategy. The brand’s website, MensFitness.com, will continue to build on its recent growth further establishing itself as the leading online fitness destination for performance-driven men. With more than 10 million monthly unique visitors MensFitness.com will be the home for editorial platforms and franchises like its annual Game Changers editorial program. The brand will also be introducing the Ultimate Athlete event experience in 2018.

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