The “stylish” new look was revealed in the September issue, which hit the shelves on 21 July 2010.
The fresh front cover images show the models interacting with the page furniture – the first cover features the model lifting a corner flap, while future covers will show the model tearing through the paper or swinging from the masthead. The new style allows the models to be more active, and is a shift away from the static poses generally associated with health and fitness magazines. This aims to bring life to the cover in order to target a broader audience.
According to Dennis, Men's Fitness has been one of the greatest successes in the men's magazine market over the last 5 years with a circulation of 68,037 (ABC Jul-Dec '09). The magazine also has a hugely successful online platform, mensfitness.co.uk that focuses on entertainment, information and inspiration for active men.
Pete Muir, editorial director of Men’s Fitness, said, “The message we are getting from readers is that they still take their health and fitness seriously, but they don’t want it to be a chore. They want to be able to build fitness into their lifestyles, making it enjoyable and fulfilling. Our new cover style and the content of the mag are designed to reflect this attitude to fitness. The emphasis is still on looking good and feeling good, but the approach is more accessible, energetic and fun. Men will always want that six-pack stomach – it’s how they go about getting it that is changing.”
The first new look cover of Men's Fitness will feature in the September issue, on shelves 21 July.
