Ever since David Zinczenko joined AMI, we’ve been waiting for whatever few differences there were between Men’s Fitness and Men’s Health to disappear. Judging by Zinczenko’s interview with WWD, the morphing has officially begun.
Zinczenko told WWD that he has been “reimagining the magazine [Men's Fitness] cover to cover,” and that he has been courting fashion advertisers to buy space in the glossy. The Men’s Fitness logo, voice and typeface have also been updated, and the new look magazine will hit newsstands in June. “It’s going to be the ultimate active lifestyle magazine for young men,” Zinczenko said. “It’s going to be a cooler magazine.”
Somewhere, Bill Phillips, editor-in-chief of Men’s Health, is shaking his head. It used to be that Zinczenko reserved loving words like “ultimate” and “cooler” for Men’s Health, but no more. It’s only a matter of time now before dude bros put down Men’s Health and instead turn to Men’s Fitness for headlines like “47 WAYS TO MAKE HER HOT AND WE DON’T MEAN TEMPERATURE WE MEAN DOING IT. SEX. SEX AND ABS. SEXY ABS BEING SEXED. BY WOMEN!”
Sorry Phillips and Men’s Health staffers, it’s all over.