“Maybe it's a result of ageing, but you really can lose 10 years in a heartbeat – it feels like yesterday that we launched this magazine,” he adds.
The anniversary is significant to the growth of men's magazines in South Africa, with the market segmented into the lad mag and the men's lifestyle categories. The latter has seen the strengthening of the Men's Health brand family of Men's Health with the launch of Men's Health Living and now Best Life later this month.
The concept cover features a simple number 10 (made up of a collage of past covers) and a single banner-line. Content includes: What motivated men in 1997? How have we changed 10 years on? Plus, life-changing advice from South African icons – including Nelson Mandela, Mark Shuttleworth and Zapiro – helps to put our past into perspective and set the tone for “an awesome future”.
The magazine reports that it has climbed and maintained a stable ABC figure of around 90 000.
The May issue is on sale currently.
