Male boomers learn to battle the aging process

Freeman, Laurie; Webster, Nancy Coltun
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, special section ps14
Trade Publication
This article focuses on the growth in the circulation of male fitness and health publications in the U.S. Men's Health which started out as a 90,000 circulation quarterly, is holding the lead among other publications in the category. The title which appears 10 times a year, has a paid circulation of 1,606,221 for the six months ended December 1999. Competing with Men's Health is Dennis Publishing's Maxim, which ended the second half of 1999 with a circulation of 1,663,686, a 126.7 per cent increase over the same period in 1998. Although it is not a health and fitness publication, Gina Pipia, media supervisor at BBDO Worldwide, stated that Maxim is Men's Health primary competitor. According to the audit bureau, Men's Fitness total paid circulation for the second half of 1999 was up 51.1 per cent to 530,647.


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