Men's Health, the 9th most read print magazine by teens and college students, has ambitious plans to introduce a new supplement dubbed accordingly "Men's Health On Campus" as students head back to campus in the fall. Right now, it looks like somewhat of a strategic experiment with only one supplement planned for the fall on about 30 campuses in 10 markets. Assuming they meet their objectives, Rodale, the parent company of Men's Health, says they'll go ahead an issue a spring supplement with hopes of turning into a regular quarterly thereafter. It looks like Men's Health On Campus will employ a similar distribution model of some other magazine brands who have attempted to reach the market as well. The supplement will be bundled within participating campus newspapers. Of course, their hope is that all students read their campus newspaper, which brings me to my next point. For years, the campus newspaper was a media consumption staple of nearly all students. However, in recent years, there has been some erosion in terms of regular readers since a lot of the information published in campus newspapers is now available online via the school's portal or other web sites. That's not to say the campus newspaper is a dead man walking, but hopefully the company did its research and found out who the typical campus newspaper reader is. The company says it will distribute a total of 500,000 copies and will also produce a corresponding web property.
Students continue to read print. Faculty & Alumni are the only ones going online for content.
Posted by: reader | May 01, 2007 at 11:48 AM