When David Zinczenko left Rodale and joined forces with AMI, we called it: AMI’s Men’s Fitness would become a replica of Men’s Health, the Rodale title that Zinczenko turned into a success. Of course that’s exactly what happened. Now, according to Adweek, Zinczenko has his hands on Muscle & Fitness. Guess what? It looks more like Men’s Health and Men’s Fitness.
Previously, Muscle & Fitness was a magazine dedicated to the body building world. Each month, a man with an unhealthy amount of muscle would appear on the cover, seemingly daring people to guess when he would explode. Or at least tip over.
Zinczenko is changing that. He has added a grooming section and shuffled the weight lifting content to the back of the book. He told Adweek the redesigned Muscle & Fitness was for a “new breed of fitness enthusiast.”
The changes might alienate longtime Muscle & Fitness readers, but there’s a reason AMI is letting Zinczenko revamp the title: His approach works. The Zinczenko-fied Men’s Fitness finished 2013 with a 27 percent jump in ad pages compared to 2012. For AMI, it’s a no-brainer to let Zinczenko use his magic on another magazine.