Men's Health to Launch Teen Version and Web Site

Feb 07, 2000, 00:00 ET from Men's Health

    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
     "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