Paragon Media to relaunch folded health titles
Former Bauer Media titles Women’s Health and Men’s Health will return to the market in 2021 under new ownership. Special interest magazine publishing house, Paragon Media will relaunch the brands with former editors, Jacqui Mooney and Scott Henderson, again taking the helm and leading the content for the respective brands.
Men’s Health, Women’s Health, Elle, Good Health, Harper’s Bazaar, InStyle, NW and OK were all closed following the COVID-19 halt on production before Bauer Media was sold to Mercury Capital.
The relaunched digital destinations womenshealth.com.au and menshealth.com.au and social platforms will be live from January, while the first print issues will hit newsstands on 11 February 2021.
Prior to its hiatus, Women’s Health reported an average issue distribution of 275,000 between January 2019 and December 2019, while Men’s Health reported 333,000 for the same period, according to the Enhanced Media Metrics Australia (emma) print audience report – magazines.
Paragon Media CEO Ian Brooks, said Paragon we’re fortunate to have Mooney and Henderson lead the respective content teams.
He added: “Today’s audiences are intuitive, accessible by many mediums, living in the moment and
sharing their experiences with their networks. Our strengths are capturing and enticing these consumers on mass, aligning relevance, demand and desire. The Health brands are set up to excel in creating targeted, imaginative, unforgettable content and events with unparalleled market knowledge.”
The two titles are set to expand on previous offerings including podcasting, creative visual partnerships, events and virtual immersions – “in new and exciting ways”.
Also returning are key brand extensions, including Women’s Health’s tentpole events, the Women in
Sport (WinS) Awards and Fit Night Out, as well as Men’s Health’s celebrity transformations and MH Elite franchises, with more to be announced in the coming months.
Mooney said Women’s Health had “pioneered the health media market” since it first launched onto Australian newsstands in 2007.
She added: “Having spent the past 15 years creating health content for women, I couldn’t be more delighted to see this powerful and highly relevant brand – that has clearly stood the test of time – return to the audience who loves it in 2021.”
Women’s Health has campaigned for equality and generated publicity and awareness for Australia’s female athletes through our market-leading Women’s Health Women in Sport (WinS) platform.
Henderson commented: “Men’s Health has been Australia’s number one male lifestyle brand for over 20 years, and thanks to an engaged digital audience and an evolved media landscape, we’re now better positioned than ever to expand the brand and reach more Australian men, giving them the tools to lead better lives.
“In the past nine months, we’ve seen cultural shifts that have changed the world forever. Access to credible and premium wellness and lifestyle content for all is more relevant than it has ever been, and it’s an extremely exciting time to be re-entering the market, fully reinvigorated and set up to unleash
unprecedented brand growth.”
Commercial director, Ann-Maree Mulders, added: “Women’s Health and Men’s Health are purpose-led
brands with global credibility… Whether it’s nutrition tips n your Instagram feed or a virtual panel discussion with our Olympians, the Health brands will deliver the premium content, unique experiences and access to wellness leaders that our audiences crave.”
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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topics
Bauer Media
Ian Brooks
Jacqui Mooney
Mens Health
Paragon Media
Scott Henderson
Women's Health
