The National Magazine Company is to step up its presence in the
men’s magazine market with the launch of a health and fitness title,
Zest for Men, a sister title to NatMags’ women’s publication, Zest.
Zest for Men will be pitched at a core audience of ABC1 25- to
38-year-old men who want to pursue a healthy lifestyle. A target
circulation has not yet been set. It will be launched by Paul Colbert,
former editor of Gruner & Jahr’s science and technology title,
Colbert commented: ’Zest for Men is for the body, mind and soul. It’s
not for guys who will spend 12 hours in the gym, it’s for men with busy
lives who want to diet and eat well without being obsessive.’
NatMags will release a pilot issue in the autumn before the title goes
monthly next year. Editorial will cover health, fashion, grooming and
some unconventional subjects.
’There will be some surprises and people will say, ’I’ve never seen that
before in a men’s magazine’,’ Colbert claimed.
Terry Mansfield, the managing director of NatMags, said: ’It’s an
important launch for us in that we want to increase our interest in the
Neil McQuillan, Esquire’s advertising director, has been appointed
project publisher of Zest for Men.
The men’s lifestyle market is one of the healthiest magazine sectors,
achieving overall circulation growth of 58 per cent year on year in the
six months to December, according to the Audit Bureau of Circulations.
Rodale Press’s Men’s Health grew by 42 per cent in that time.