The prince of magazine publishing

Zinczenko is the prince of magazine publishing
Commentary: Men's Health editor says that branding means everything
By Jon Friedman, MarketWatch



NEW YORK (MarketWatch) -- David Zinczenko, the editor of Men's Health magazine, is the prince of the New York publishing scene.
He's also the editorial director of Best Life, a Men's Health spinoff; the best-selling author of the "Abs Diet" books; and a frequent guest on NBC's more "Today." Zinczenko hit the big, big time last Friday by appearing on "Oprah," the most influential talk show on television. No wonder everyone in New York seems to recognize the 37-year-old journalist.

When I arrived at the chic Soho House Thursday night to meet Zinczenko for drinks, a brunette hostess nodded and said, "Yes, we know him." A tall blonde standing next to her gushed: "And we love him."

So should Rodale, which publishes Men's Health. The monthly just had the biggest first quarter in its 20-year history, racking up an ad-page gain of 23% over the same period in 2006. Its May 2007 issue has a hefty 192 pages and features Eric Dane of "Grey's Anatomy" on the cover, with an advertising-page increase of 31% over last year.

Zinczenko attributes the magazine's progress to its devotion to readers. "You have to communicate with the reader on every single page," he said. "You have got to show them what you stand for."

Men's Health dedicates itself to helping its readers lead more fulfilling lives. Of course, its contents take many forms, from the panting "More Sex! Hotter Sex!" headline on the May cover to Ben Stein's "Read This, Retire Rich" piece on page 136.


Editors will pick up their Ellie prizes at the annual National Magazine Awards Tuesday night in New York. While Men's Health didn't garner as many nominations as other titles, it got a measure of satisfaction when it was named best performer in circulation for 2006 by the Capell's Circulation Report, an influential digest in media circles.

In publishing today, success can hinge on how well a company can create brand awareness. Zinczenko has become a media magnet, whether it's for building a strong franchise at Rodale, or for formerly dating "Grindhouse" co-star Rose McGowan (who appears on the cover of the current Rolling Stone), or for memorably telling Jon Stewart at a magazine-industry function that "thin is the new rich."

To Zinczenko's occasional chagrin, this native of Allentown, Pa., is also mentioned conspicuously on the Gawker Web site, which delights in zinging him over his social life. If Zinczenko reminded me of a movie character, I'd have to peg him as Eric "Otter" Stratton, the oh-so-suave guy in "Animal House," who tweaks his enemies and always has the last laugh.

The industry, noting that Zinczenko can create excitement, asked him to chair its annual American Magazine Conference in October. "We want people to leave this conference saying it was mind-blowing," the editor said with his characteristic enthusiasm.

"Dave's brand is successful, and he is a brand in and of himself," according to Howard Polskin, senior vice president of the Magazine Publishers of America trade association. "He's a good flag-carrier for the magazine industry."


Branding
Zinczenko said that his magazine "has a very strong sense of mission. We are relentless about spreading our gospel," which focuses on helping men live better.
With some magazines, it's hard to pin down what they're all about. But Men's Health is clear: "Everything we do is strategic," he added.

But Zinczenko has his limits. He scoffed at gossip that he would be hosting a dating show on television. "I absolutely won't," he told me. "If I won't do 'The Bachelor,' I won't host a dating show."

Why not? "It's not the right branding opportunity for the magazine," he replied.
Zinczenko learned the hard way about the pitfalls of exposure. A few years ago, Stewart, the witty and acerbic host of "The Daily Show," led a panel discussion about the relative vitality of magazines with prominent editors, including Zinczenko.

I was there and I took notes. But the only comment I remember was Zinczenko saying "thin is the new rich" -- a quip that fell flat and drew a long stare from Stewart. It wasn't all bad, though. It ended up on the media blogs and Zinczenko achieved a measure of fame from the incident. (I still wonder if he planned it that way all along.)

"It turned into a roast," Zinczenko recalled. "For better or worse, I decided to prove a point. I wasn't going to play dead."
When I asked him how he sees his role at Men's Health, he said: "I'm a servant to the brand."

Former tennis star Andre Agassi once famously and foolishly remarked that "image is everything." Zinczenko would say he got it wrong. Branding is everything.
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