Former Men’s Health editor Jason Brown will edit the new title. Brown, who spent the past two years at Rodale Inc, one of the largest and most successful publisher of health and wellness titles in the US, as the editorial director of Men’s Health International, believes the timing of this magazine couldn’t be more perfect:
“Ten years after the launch of Men’s Health, I think we’ve established that men respond to a lifestyle magazine that improves every aspect of their lives. What we’re doing with Best Life is giving them a magazine for their next life stage. We’re creating the perfect older sibling to Men’s Health and growing with the readers who have been loyal from the start.”
Marrying personal service and literary journalism, Best Life will show men who are in the prime of their lives how to best spend their two most valuable resources – time and money. Through smart writing, indulgent visuals and stunning design, the magazine intends to reflect the values and interests of the man who has arrived.
With the tag line “What Matters to Men”, the magazine is organised around the following editorial areas: Health and Longevity, Life Balance, Sex and Relationships, Wealth and Financial Wellbeing, Family and Fatherhood, Style, Enjoyment of the Good Life, and Cars, Tech and Gear.
Andrew Sneddon, publishing director of Men’s Health, Men’s Health Living and now Best Life, says: “We’ve been watching Best Life succeed around the world for the past four years and are extremely excited about the launch of this title.
“We’re the only international edition to start as a monthly title, which shows the industry the confidence we have in the brand. With Men’s Health, the recent launch of Men’s Health Living and now Best Life, we have the complete brand family of men’s lifestyle magazines that speaks authoritatively to all men.”
According to initial research by Touchline Media, this is a growing market. Ten years ago, the 35+ male market made up 21.6% of the total adult population, but in 2006 it made up 23.8% of the population. The 35+ male market comprises 7 369 000 people.
While the total 35+ male market has grown significantly over the past 10 years, the A-income segment of this market has increased to an even greater degree. In 1996, there were 329 000 men older than 35 in the A-income bracket. In 2006, this market segment grew to 598 000, showing 82% growth over the past decade versus population growth of 20%
Of even greater significance is this market’s spending power: in 1996, A-income men older than 35 had a total spending power of R7.1 billion between them and this was 17.6% of the total population’s spending power. In 2006, this increased to a total of R18.3 billion, which was 21.9% of the total population’s spending power (A-income in 1996 defined as R14 000+ personal income; A-income defined as R20 000+ personal income in 2006).
Best Life is currently published in five countries around the world and is one of the fastest growing men’s titles in the US. Internationally, advertisers have welcomed the opportunity to target an older men’s market. The magazine was first introduced to the South African market in August 2005 with a stand-alone test issue – this issue was met with a phenomenal response from both readers and advertisers. Best Life launches with a print order of 45 000.
