Health, fitness, style, and celebrity profiles for men
Publishing legend Men’s Health conceived of service journalism that spoke in a jocular tone to ordinary guys like a trusted, non-judgmental pal, enabling men to make intelligent, informed lifestyle choices concerning their well-being. Growing to over 40 international editions, it changed the publishing game and shifted the cultural paradigm of male identity. Joseph Heroun was instrumental at its inception and again through several subsequent iterations, including a comprehensive redesign and pivot from models to celebrity covers, strategic moves that relaunched the brand, reversing stagnant ad sales and setting the course for stratospheric growth.
Later, the core team of David Zinczenko, Stephen Perrine, and Heroun was tasked with reinventing cross-town rival Men’s Fitness over a single issue production cycle — an unheard-of feat that typically extended over a year or more. Scrambling the jets, their efforts were recognized by Adweek and Advertising Age, which named Men’s Fitness Best Brand Relaunch and the coveted Magazine of the Year.
