Big Men's Health on Campus

Rodale Inserts Supplement Into College Newspapers

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NEW YORK (AdAge.com) -- Magazine publishers tend to get frustrated with the effort and cost that come with trying to extend their reach among college students. But Men's Health may have figured out a better path for a spinoff it plans to introduce this fall, Men's Health on Campus -- Men's Health will pay college newspapers across the country to carry its new brand extension as a supplement.
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.
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.

"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.
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