Big Business & Fitness Magazines….Too Little Too Late!

by Vince Andrich

Ive been on the road quite a bit and so frequent visits to the airport knick knack shops are the norm. Since I am in THE business, I always take a look at the current issues of popular fitness magazines. Now, unless I am imagining it, nearly every big budget magazine takes a crack at a fitness theme every 3-months or so. Rags for women like Vogue (the Shape Issue), Allure (Look Younger Now), Fitness (De-Jelly Your Belly) sure exploit the idea of getting a better body, yet deliver everything you want to know about fitness that won’t help you one bit. No doubt, the programs are easy, so you feel good, and of course the magazines look great on your coffee table.

That is, if you need that kind of validation from your friends. If so, you might want to rethink you reasons for getting a better body, and if you’re still serious read on….


Much like the popular women’s magazines, for Men we have such fashionable staples like GQ, Esquire, Men’s Vogue, and even Maxim who feature UFC fighters, WWE Stars and other athletes on their covers, in an attempt to grab a slice of the wanna bee male exercise consumer set. Nice ploy to grab more readers, and although the men’s fashion rags don’t try this as often as their female counterparts, they stiill can’t resist trying to make a guy who is looking for a new watch do broomstick twists.

Some of the magazine’s in question are on the bubble, as in not so bad. In this category, we have high gloss magazines like Men’s Health, Best Life, Self and Shape vying for the ever so fickle fringe exercisers. Don’t get me wrong, the not so bad magazines have some decent information, but compared to the big promises they make on their covers (like Lose Your Gut in Two Weeks), they fall extremely short.

Once again, the big fitness promise’s combined with targeting the, “never gonna stick to types”, is a ploy big budget magazines use to ask for more mainstream ad dollars for clothing and cologne. In my experience, these magazines are only for people who want to amuse themselves with the idea of following a real exercise program that gets results.

So whats my point? Well if you’re looking to get into better shape, let me give you a few clues as to which magazines might be good for you. First you need to do a little test. That is, for each magazine you’re thumbing through, count the amount of ad pages for NON-FITNESS related products. These items include cosmetics, clothes, shoes, booze, beer, cigars, cologne and watches, to name a few. Then go over to an enthusiast magazine, like Surfer, for duh, Surfers, or Hot Rod Magazine for Speed Freaks and count the ads for products NOT specific to Surfers or Speed Freaks. Get the point? Sure you do. The point is, if you’re serious about a particular interest, the best place to get information is the same place the most fanatical consumers in every industry do. Here’s a hint, they don’t read magazines about their favorite subject that is clouded by products they can read about in a dozen other titles.

For getting in shape the fanatics still go for Muscle and Fitness, FLEX, Muscle Insider, Oxygen, Fitness Rx, Ironman, REPS and Muscular Development, and Canada’s new best; Muscle Insider. Now, if you’re more advanced you’re out here on the web getting your advice from real people who have the SAME goals as you do. The moral of the story is; big advertisers (NON-Fitness related) will never spend much money in the real serious fitness magazines.

On the other hand, you can bet the serious fitness information will never be found in a magazine that cares more about living the good life than working nard to get a better body. One more reason, you should subscribe to my blog here. You can bet on it, the information that can help you understand how to finally get healthy and fit will be found right here.


© 2011 Vince Andrich Real BodyBuilding www.vandrich.com All Rights Reserved.