Men's Health yesterday launched a trade campaign designed to better communicate its position in the advertising marketplace. The ads, which will appear through December in Advertising Age, Adweek,
Mediaweek, Brandweek, DNR, WWD, Automotive News and Adcrafter, are centered around the tag line "what men are made of." According to vice president/publisher MaryAnn Bekkedahl, the campaign will
depict the MH reader as insightful, smart and substantive, with a sense of humor. "Advertisers buy Men's Health to reach affluent, active men," she said in a press release. "It's our job to make sure
they fully understand the qualities of our readership." The campaign was created by Sausalito, Calif.-based agency Butler, Shine, Stern & Partners.