MEDIA: Men's Fitness set for fashion angle to close ABC gap

Men's Fitness has recruited Tara Kavanagh-Dowsett as its first fashion editor as it bids to narrow the gap in the ABC figures with main rival Men's Health.

Editor Peter Muir, who concedes that 'our fashion content was slapdash before', said the September issue, out on 6 August, will feature a one-off 16-page fashion special, and future issues will have a stronger fashion content.

He said the move was necessary to compete more effectively with its rivals, including Men's Health and other men's lifestyle magazines such as FHM.

Latest ABC figures show the magazine on 50,900, leaving it firmly in the shadow of Men's Health, which sells 218,000.

Kavanagh-Dowsett previously worked as a fashion journalist at The Daily Telegraph and, more recently, as a freelancer on consumer magazines.

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