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Business
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| Number of pages / Number of words: |
5 / 1391 |
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In light of this and in order to test the market the first four issues of Men's Health were published on a bi-monthly basis. The launch of the publication exceeded all expectations on the part of the publishers and sold approximately 350 000 copies between July and December 1999.
It should however, be noted that Men's Health was not the only men's lifestyle magazine to attempt to take advantage of the gap left behind by the girlie magazines and the need for men's lifestyle magazines...
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Initially, Car, Getaway and SA Sports Illustrated joined the race, however due to the magazines being quite specialised they did not pose a direct threat to Men's Health. A magazine that did pose a direct threat to Men's health was Directions, which held a strong position and a readership of approximately 20 000 readers in the middle of 1999...
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