Embracing digital in the UK men’s magazine market

Virginia Matthews

“The men’s magazine market is incredibly innovative as a whole, but I would argue that we have yet to see a real understanding of the potential power of online brand extensions.” So says Olly Ruff, head of print at the UK media buying agency MediaCom, who believes that the journey from magazine publisher to digital or webzine publisher with magazine arm, is only now reaching the starting line.

For evidence of Ruff’s theory that the men’s publishing sector is still at first base when it comes to growing genuinely integrated on and offline brands, we need look no further than the recent lifecycles of three titles: mass market lad’s mag FHM (Bauer), the small but growing Men’s Health (NatMags) and the irredeemably elite, man-of-style title Esquire (NatMags).