The study claims that men’s lifestyle titles are unsuitable vehicles for pushing products or services because readers do not view them as authoritative in any particular field.
Haslimann Taylor MD Bron Eames said the findings were a reality check for marketers lured by the glamour of lifestyle titles.
‘A lot of people want to get into men’s lifestyle magazines at the moment because that’s what men are reading and it’s sexy,’ said Eames.
‘They are potentially good for brand building if there is an appropriate angle, but readers who like DIY, for example, are quite happy to read specialist magazines, and those are the ones with credibility. Specialist magazines have much more impact for hard commercial messages,’ he added.
Forty 25 to 44-year-olds who regularly consume print media were interviewed for the study that followed similar research 18 months ago by Haslimann Taylor into women’s titles.
Eames said the twin studies ‘highlight that it’s important not to treat men and women’s lifestyle magazines in the same way’.
The studies showed that while women turn to magazines for advice and product reviews and have respect for a title’s credentials, men are cynical of product endorsements.
Women ‘loved’ catalogue formats, but men disliked them, according to the reports.
Men were also cynical of celebrity endorsements that did not have logical connections, such as rugby star Jason Robinson’s endorsement of Land Rover.