"We feel like the advertising community is targeting this market," said VP-Publisher Jack Essig. "We get of lot of this in Men's Health but we want to see how much more of it we can get with a supplement like this."
"We're also," he added, "looking for the next generation of Men's Health readers."
Distribution of 500,000
The first issue of Men's Health on Campus is slated to arrive on about 30 campuses in 10 markets this October, with a total distribution of about 500,000. Colleges that will get the supplement include University of Texas at Austin; University of Florida; Penn State; New York University; University of Michigan; California State University, Long Beach; UCLA; and Arizona State. If all goes as hoped, a second issue will appear in the spring. The eventual goal is for the title to become a quarterly -- "and take it from there," as Mr. Essig put it.
Men's Health, which is part of Rodale, plans a website for the spinoff, replete with sponsored sweepstakes and the ability to vote in a cover-model search for issue two.