Women’s Health Gets a New Look

Men’s Health editor Dave Zinczenko continues to search for a new editor for Women’s Health, but that hasn’t stopped him from putting his own imprint on the MH spinoff.

With the October issue, WH ran its first celebrity cover, following in the footsteps of Men’s Health. For the December issue featuring country singer Taylor Swift, out this week, Zinczenko replaced the trademark black and white cover photo with the title’s first color cover, also in the style of Men’s Health. He also has introduced Men’s Health relationships advice columnist Matt Bean to the book, while ushering in a bolder, cleaner look and renaming columns (Reports became Breakthroughs, for one).

“The changes are designed to appeal to an even broader audience of health-minded women who are looking for a lifestyle magazine that provides the latest information about every aspect of their lives,” Zinczenko wrote in an email. He said a color cover made sense as the title expands its fashion and beauty coverage, although he declined to say if the change would be permanent. As for a new editor, he said an announcement would be coming soon. Prior editor Tina Johnson left parent Rodale in August, three months after Zinczenko was given oversight for the women’s magazine.

Three-year-old Women’s Health is getting ready to make its fifth rate base hike with the increase to 1.35 million in Jan/Feb from 1.1 million. On the advertising front, pages rose 12.5 percent to 727 this year, putting the title in fifth place in the women’s health/fitness category. Robin Steinberg, senior vp, director of print investment and activation, MediaVest, said the color cover could help it attract beauty and other advertisers. “It makes the magazine warmer; the design is warmer,” she said.