How 'Men's Health' Blew Its First Apps Opportunity

Admits Delayed Start Helped Competitors 'Immeasurably'

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NEW YORK (AdAge.com) -- Savvy as they may be in other things, more than a few editors and producers across the traditional media universe are befuddled by mobile apps. In a rare public admission, Men's Health editor Matt Bean said his magazine initially blew off apps but later realized that mistake had helped competitors "immeasurably." He was speaking at the recent Apps for Brands conference produced by Ad Age and Appolicious. On the positive side, he went on to offer practical advice to print publishers who have yet to wrestle their way into the apps world.

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