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Men’s Journal and Fitness Combine Forces

Wenner Media’s Men’s Journal and Meredith’s Fitness are sick of being underdogs to titles like Men’s Health and Shape, so they’re teaming up. Adweek reports that the titles have entered into a sales partnership that they hope will entice advertisers.

By combining the titles, the pair can tell companies that their ads will now be seen via a circulation of 2.2 million, a little below Men’s Health and Women’s Health (3.3 million), but a notch above Shape (2.15 million).

The deal was proposed by Eric Schwarzkopf, Fitness’ publisher. He called Men’s Journal’s publisher, Chris McLoughlin, and the two discussed the idea. “By the time he [Schwarzkopf] got done talking, I thought, ‘This is fantastic,’” McLoughlin told Adweek.

The duo also explored each other’s offices. While Schwarzkopf loved Wenner Media’s headquarters — “I could live in their building because I just love music,” he said — McLoughlin didn’t have much to say about his counterpart’s building. He called it “interesting” and explained, “They’ve got a lot of space over there.” You lose again, Meredith.

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