Emap Publishes Research Into Male Attitudes

Emap, publisher of men’s magazines FHM, Face and Arena, has released the initial findings of a study designed to give advertisers an insight into the attitudes and lifestyles of male consumers.

The research, which was commissioned to help brands understand “what it takes to be a man in modern Britain”, shows that men consider themselves to be struggling in an economy that prizes traditionally feminine skills such as flexibility, listening and empathy. Initial findings also suggest that the war of the sexes appears to be over, that men are finding today’s career women harder to impress and that men enjoy shopping as much as women.

Jason Brownlee, head of Emap Insight, said: “Our aim with this project has been to lead a sharing of Emap’s editorial expertise with that of key opinion formers from the world of culture, commerce and academia. We hope this work will help to clarify current uncertainty about young male consumers and will bring our advertisers closer to this important market.”

The research was carried out over a three month period and is based on data collected from over 8,000 men. Emap, which worked with advertisers including Mercedes, Selfridges and Camper to gain an insight into its male consumers, plans to publish the full results of the study later this week.

The men’s magazine market saw circulation fall overall in the latest ABC results. The majority of titles within the sector saw circulation decline, with Emap’s FHM, FHM Collections and Face bearing the brunt of the downturn (see NewsLine).

Emap: 01733 568 900 www.emap.co.uk

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