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TOPICS

• CLIENT BRIEF ......................................... 03

• INSPIRATION ......................................... 08

• COMPETITIVE ANALYSIS ............... 09

• SKETCHES ................................................ 10

• FINAL PRODUCT ................................ 11

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CLIENT BRIEF

• CLIENT: Men’s Health Magazine

• BACKGROUND: Mens Health Magazine is the world’s largest men’s magazine brand, with 44 editions around the world. It is also the best-selling men's magazine on U.S. newsstands. It covers fitness, nutrition sexuality, lifestyle and other aspects of men's life and health. The magazine's website, averages 38 million page views a month.

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CLIENT BRIEF• TARGET AUDIENCE: Men’s Health has a total audience of over 12 million, with an average age of

37.7 years old, an average household income of just over $81,000. 83% of the readers are men, and 57% of them are above the age of 35.

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57%43%

18-34 2008

AGE RANGEHOUSEHOLD INCOME

49% 51%

MARRIED SINGLE

MARITAL STATUS

$50k +

$60k +

$75k +

$100k +

0 20 40 60 80

CLIENT BRIEF

• OBJECTIVE: This information graphic is intended to educate the viewer, and leave them with a desire to make these small, yet effective changes in their lives to reduce the risk of stroke. Unmodifiable risk factors include age, gender, ethnicity, and stroke family history. In contrast, other risk factors for stroke, like high blood pressure or cigarette smoking, can be changed or controlled by the person at risk. While this all may seem like common knowledge, it clearly isn't, else we wouldn't have such a high incidence rate of stroke. Educating men will only improve their lives.

• OBSTACLES: Men are notorious for ignoring health issues, which means reading literature about it is also unlikely - that is where an information graphic is able to gain some ground. Creating a graphic that entices men to read it further is an absolute must to avoid this obstacle.

• BENEFIT: Creating an information graphic instead of just writing an article is allows you a better opportunity to connect with your target audience, which will educate them, and hopefully inspire them to make these small, effective changes in their daily life.

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CLIENT BRIEF

• OBSTACLES: Men are notorious for ignoring health issues, which means reading literature about it is also unlikely - that is where an information graphic is able to gain some ground. Creating a graphic that entices men to read it further is an absolute must to avoid this obstacle.

• BENEFIT: Creating an information graphic instead of just writing an article is allows you a better opportunity to connect with your target audience, which will educate them, and hopefully inspire them to make these small, effective changes in their daily life.

• SUPPORT STATEMENT: Men ignore health problems, this is no secret, so educating them in a way where they can still feel like they are “ignoring it” will really be effective. Placing this information graphic near a popular section of Men's Health will ensure that it receives maximum visibility, in turn increasing knowledge, something that has to be done to fight the battle against strokes.

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CLIENT BRIEF

• TONE: This will be light-hearted and fun, yet still very information. Comfortable colors that relate to the topic will be used. Textured grays, traditional reds, basic graphics. San-Serif types will make up the body copy, and the title will be a custom typeface.

• MEDIA: This information graphic will be printed in the June issue of Men's Health magazine. It will take up an entire 8.5”x11” page

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INSPIRATION

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COMPETITIVE ANALYSIS

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TOTAL AUDIENCE

AGEHOUSEHOLD

INCOME

MENS HEALTH 12,004,000 37.7 $81,736

MAXIM 11,298,000 31.5 $68,775

GQ 6,612,000 34.3 $72.738

SKETCHES

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FINAL PRODUCT

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RESOURCES

• MEN’S HEALTH MAGAZINE

• http://www.menshealth.com/mediakit/aud_demos.html

• http://www.menshealth.com/mhlists/stroke_prevention/index.php

• MAXIM MAGAZINE

• http://www.maximmediakit.com/print/readership/

• GQ MAGAZINE

• http://www.condenastmediakit.com/gq/circulation.cfm

• AARP

• http://www.aarp.org/health/conditions-treatments/info-11-2010/lifes_simple_seven.html

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