American Media Inc. may be getting more than it bargained for when it acquired Men’s Journal from the now-defunct Wenner Media in August last summer. Today, the company announced the brand increased its audience from three million to eight million since the acquisition.
Men’s Journal’s CRO, Jay Gallagher, credits much of this growth to integrating shared content assets from AMI brother brand—Men’s Fitness—to include more health and lifestyle topics, along with other relevant content that’s endemic to the Men’s Journal affluent male readership.
Gallagher also suggests the company is highly invested in growing the brand more through search than social to maximize its scale.
“We want to be the relevant link,” Gallagher says. “Our position is Google based. We participate on Facebook but we don’t want to depend on it. So instead what we did is build is an authoritative position that’s search based. And as Google changes, we try to change lockstep with them.”
For instance, Gallagher notes that when internet users are looking for the best whiskies, Men’s Journal holds the first non-native search result. And likewise, the brand is near the top with other passion points its intended audience will engage with, whether it’s spirits, travel or luxury goods and gadgets.
Digital growth is not the only bright spot right now. Gallagher purports that since Men’s Fitness eliminated it’s print product, Men’s Journal’s ad page sales have increased considerably YoY, and the same is true on the newsstand, where sales are up 119 percent in aggregate.
While Gallagher is proud of these print metrics, he’s clearly more excited about the momentum on the digital side because he sees it as a promising path to scale and new business opportunities.
“Many of our current categories live in silos,” he says. “But we haven’t been a player in other areas like entertainment. Take Netflix for example, which has over 200 original releases this year. With the scale we have now, we can finally give meaningful support to that kind of community of advertisers. And the same goes for other major categories.”