Menʼs Health Magazine Will Return To Russia In April

Menʼs Health Magazine Will Return To Russia In April
Menʼs Health Magazine Will Return To Russia In April

Video: Menʼs Health Magazine Will Return To Russia In April

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The Independent Medi publishing house announced the relaunch of the Russian version of the American men's magazine Menʼs Health in April.

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The last issue of its previous version was released in Russia in December 2019. Then the publisher was the Yasno Publishing company. The closure of the project was explained by the continuing decline in advertising revenues in the press. As for the new version, in addition to the printed issues, which will be published five times a year, the magazine's accounts on Facebook, Instagram and VKontakte will be launched. Later, they will have a profile on TikTok and a channel with podcasts on YouTube.

Vladimir Garev, partner of Possible advertising agency, commented on the reboot of Menгрузs Health in an interview with Business FM:

Vladimir Garev partner of Possible advertising agency “I think that nothing will change. In principle, a set of social media and some kind of digital activities, he is probably on duty. And for many publications that started out as print, in fact, online versions are now more priority than print versions, but this is provided that fairly successful publications opened their social networks, then it all smoothly passed into the online version. The relaunch will probably cost Men Healths Health itself quite a lot of money to rebuild this audience. Secondly, I am not sure, to be honest, that this format is now in demand in the world, which is increasingly moving away from brutal machismo to some more neutral gender agenda. This is not the beginning of the 2000s or the late 1990s. If they cook something that they don't talk about and that will ruin the market, perhaps it will play a role. But so far, I have not heard anything new in this agenda. I don't think online presence will work. At the same time, the monetization format is also not very clear yet - banner advertising on sites will bring some money, but not enough to contain the entire publication."

Anton Ivanov will become the editor-in-chief of the second Russian version of the magazine; he previously held the post of deputy chief editor of GQ, and also worked at the first Men Healths Health. Independent Medi also publishes Cosmopolitan, Harper's Bazaar, Esquire and others. Menʼs Health magazine was founded in 1986 in the USA and is now represented in 35 countries. The project has more than 20 million readers.

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