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You can tell a lot about the readership a men’s magazine is trying to reach by scanning the first three car ads. In the issue in front of me, they flog the Lincoln MKZ, Range Rover Sport, and Audi A6.
There you have it. We’re going for the affluent but not super-rich young guy who won’t even become aware that the Lincoln Town Car and Audi A8 exist until he turns 55. Well, 52 maybe.
But you didn’t need the cars to figure out Men’s Health.
It’s about what all men think about and what affluent guys with six-pack abs (in reality or in their dreams) can generally snag: expensive suits, beautiful women who seem never not to pout, and beefy arms to set off those abs.
To be fair, there is actually a fair amount of health under discussion in these pages. But I doubt that’s the main reason guys pull this magazine off the shelf instead of, say, Dog Fanciers.
In spite of an irritating habit of treating women as trophies to be won or dupes to be lured, there is a good bit of wit in here about what one might call the manly dilemma in the modern world. And if it really is lack of just the right workout regimen that has kept you from getting all that’s on offer in MEN’S WORLD, well, there’s at least one new workout each month that will cure all that ails you.
Don’t mistake this monthly for serious journalism. But you won’t need a brown paper bag to carry it out of the store either.
I kind of like it.
Canter Bridge 
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