US★ Men's Magazine Ads Perform Well, Up 13% Year-on-Year

According to Ad Age magazine, in the US this year, men's magazines saw a 13% increase in advertising pages, led by Esquire with a 17% year-on-year increase. As advertising budgets shift toward digital, the magazine explains the factors behind this growth in men's magazines.

First, last year was particularly weak. Male magazine ad pages last year were down 6% year-on-year.
Second, the cyclical nature of men's consumption patterns. Men's areas of interest shift in multi-year cycles, driving changes in their spending. While technology-related interests dominated in recent years, the focus has now shifted to fashion and beauty. This market is indeed growing, and brands are responding keenly. Advertisements from Bottega Veneta, Burberry, Versace, and Prada showed double-digit increases.
A groundbreaking factor was the integration of digital and print. While these channels traditionally cannibalized each other, a successful business model emerged where digital drives print advertising through integrated program offerings.
Furthermore, this year marks an anniversary year. Esquire celebrated its 80th anniversary, with its commemorative issue seeing a 63% increase in page count compared to the same issue the previous year. The 25th anniversary issue of Men's Health saw a 50% increase in page count.