YET ANOTHER PUBLISHER AT 'MEN'S JOURNAL'

Kevin Martinez Becomes Third Publisher in 13 Months

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NEW YORK (AdAge.com) -- Wenner Media's Men's Journal is getting its third publisher in 13 months.

Kevin Martinez, who was most recently senior vice president and group publisher at Brill's Content, will replace Dave Kupiec, effective Monday.

Mr. Kupiec, who is leaving the company, replaced Rob Gregory last March when Mr. Gregory took over the publisher's role at Wenner's Rolling Stone.

"The challenge is to establish Men's Journal's absolute primacy as an active lifestyle magazine for men," said Kent Brownridge, general manager of Wenner Media.

Looking for fashion ad dollars
The company has longed for the title to have a stronger fashion and retail presence, moving it closer to category veterans like Conde Nast Publications' GQ and Hearst Magazines' Esquire.

Mr. Martinez, who was an associate publisher of Esquire before his stay at Brill's and managing director of retail and fashion advertising at The New York Times, appears to have the ideal qualifications for the job.

"This signals trying to get more of a fashion bent to it, because that's Kevin's stronghold in the marketplace," said Melissa Pordy, senior vice president and director of print services at media agency Zenith Media, New York.

Reached at his home in New Jersey, Mr. Martinez, 48, tried to downplay somewhat such fashion and retail considerations.

"The fashion industry is obviously very important to the magazine," he told AdAge.com "But, as [associate publisher] of Esquire, there's a lot of trips to Detroit. And there's a tremendous amount of business out there in other categories."

Ad pages down
Men's Journal has struggled in the heavily competitive men's field. Through March, its ad pages were off 6.5% to 163.7. This is almost exactly half of category leader GQ's total, and trailing Hearst Magazine's Esquire even after that title suffered a 24.9% ad page drop to 172.7. For 2001, Men's Journal's ad pages fell 13.2% to 994.2.

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