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Advertisers Leave Men’s Mags for Interactive Media

Many key advertising categories are leaving men’s magazines soft, as they follow male consumers to more interactive media, writes MediaWeek. Though many titles are struggling, some have had success and many are turning to convergence.

According to Mediaweek Monitor, men’s mags reported a four percent drop in ad pages through June. “It was a pretty lousy first quarter,” said Chris Mitchell, vp and publisher of Condé Nast’s Details. “Auto is soft, liquor is always threatening to do more on broadcast television, and consumer electronics is hot and cold.” Although auto spending rose 7.7 percent, beer, wine and spirits spending through April fell 23.1 percent, according to TNS Media Intelligence.

Some titles did see ad pages go up, including Wenner Media’s Men’s Journal - which had a five percent gain in ad pages, to 481 - and Hearst Magazines’ Esquire - who’s ad pages rose 16 percent to 496.

To keep up with the habits of readers, mags are making their content available on other media outlets. “There are a lot of issues that are converging,” said Steve Lanzano, MPG executive vp and general manager. “You see books that are going directly online or foregoing their print edition because young men are getting their information from the internet. They’re not looking to wait for a monthly magazine to find out.”