Men's Health to Launch Teen Version and Web Site
EMMAUS, Pa., Feb. 7 /PRNewswire/ -- Rodale Inc., the global leader in healthy active living information, announced today that it will be launching a new magazine and Web site aimed at the "rapidly growing" market of male teenagers in the United States. The product, which is titled MH-17, will be a spin-off of Rodale's highly successful Men's Health brand, featuring original content addressing the physical, emotional, and personal needs of the nation's ten million male teenagers aged 13 to 17. It will premier on the Web later this spring, and the magazine will hit newsstands in September 2000 with a cover price of $2.99 and newsstand circulation of 125,000. "This is a unique media concept," says Jeff Csatari, Editor for MH-17. "Until now, most magazines for teen guys only address their outside interests such as games or sports. MH-17 will be a service magazine that helps teens live life to the fullest. It will help them be fit, look good, make the right moves, choose the best toys, and most of all, have fun." Csatari most recently served as Deputy Editor for Men's Journal, and was a Senior Editor for Men's Health. He believes that MH-17 will "help teen males break through the clutter of information to find out what they really want to know about being fit, looking great, and staying on top of their lives at home and school." MH-17 will provide teen males with practical information on topics including fitness, dating, relationships, grooming, sports, and gear, among others. It will help teen guys understand everything from how to make a high school sports team and choose the best MP3 player, to how to ask a girl out and find a great summer job. Csatari notes that MH-17 will help teen males find the information they need to "excel in today's fast-paced, sometimes confusing world." He notes that the Web site will launch in the spring generating an "interactive conversation between teens and MH-17." MH-17 will be supported by extensive public relations activities including special contests and promotions, distribution in high traffic teen-oriented outlets, and events that showcase the enormous influence of the male teen market. "Teenage spending power was more than $150 billion last year, and is expected to grow by almost 10 percent a year well into the decade," states Steve Bruman, Advertising Director for MH-17. "MH-17 magazine and Web site offer a new conversation for marketers to reach this young, dynamic segment." Bruman says that he has already received strong interest in MH-17 from a number of prestigious advertisers in the fashion, fragrance, sports merchandise, and technology markets including such well-known brand names as Polo Ralph Lauren, Philips, Levis, Nautica, Panasonic, Ford, Sony, K2 Snowboards and Calvin Klein, among others. "This is a breakthrough concept that is arriving at a truly needed time in society," says Bruman. "Our early marketing partners clearly understand and embrace this unique concept." In addition to the Web site, MH-17 will launch with two issues in 2000 during the months of September and December. MH-17 is expected to roll out with a bi-monthly frequency in 2001 and monthly frequency by 2002. Advertising in the September and December Launch Program is scheduled at a rate of $14,375 for a four-color full-page per issue. Rates for single page inserts and scent strips will be slightly higher. The magazine will be sized at 8-1/4" x 10-7/8", and the advertising close date for the premiere issue will be June 22, 2000 with an on-sale date of mid-August. "Obviously, if the response is as strong as we anticipate, we will increase the timetable for MH-17 accordingly," says Csatari. MH-17 will be a Rodale Inc. publication. Rodale is a global leader in healthy active living information. Its publications include such well-known magazines as Men's Health, Prevention, Runner's World, Backpacker, Bicycling, Mountain Bike, Fitness Swimmer, Rodale's Scuba Diving and Organic Gardening. Rodale Books publishes nearly 100 new books each year and maintains an active backlist of more than 300 titles, including "The Doctors Book of Home Remedies," which has more than 10 million copies in print.
SOURCE Men's Health
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