Mark Sweney reports in The Guardian that Dennis Publishing is looking to capitalise on the boom in the men’s fitness market by striking a deal to expand monthly magazine Men’s Fitness into a number of international markets.
Dennis has struck a deal with American Media (AMI), the publisher of titles including National Enquirer, Flex and celebrity news title Star, to develop Men’s Fitness into an “international power brand” targeting markets where fitness and active pursuits are growth sectors.
Dennis will be hoping to emulate the success the title has seen in the UK which, against a backdrop of mostly dire ad sales and circulation declines in the magazine industry, saw Men’s Fitness increase sales by 3.6% year-on-year in the first half of 2009 to 67,987.
In order to drive the brand in the UK, Dennis has also moved to acquire complete control of the publishing rights for Men’s Fitness. It has licensed the rights for the UK and Ireland from AMI since 2001.
In order to expand internationally, Dennis and AMI will look to make available content from the US and UK editions of the title to potential licensees interested in launching the title in new territories.