Embracing digital in the UK men's magazine market

The men's magazine market has a history of innovation as a whole, but the category has yet to witness the launch of truly effective online brand extensions.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands