• by David Goetzl , September 8, 2008

The New York Giants have kicked off a custom-publishing venture in the health arena with a quarterly magazine. Targeting men, the ad-supported publication, New York Giants Health Monitor, looks to serve as a platform for pharmaceutical advertisers.

The publication is a partnership between the NFL team and the Health Monitor Network, which publishes a group of magazines focused on specific diseases, such as arthritis and diabetes.

HMN says 1 million copies of the Giants magazine will be distributed in the New York metro area--mostly in physicians' offices and through direct mail, including Giants season ticketholders and members of the waiting list.

The inaugural issue debuted last week, when it was handed out to fans at the stadium following the Giants' opening game.

Males over 40 are the principal target, with the cholesterol, hair growth and erectile dysfunction categories expected to have a presence going forward. Pharmaceutical marketers in general feel they have a considerably easier time reaching women--a group more willing to seek health information because of their frequent roles as health care decision-makers for a household. The link with the Giants could attract a male audience.

Men "remain one of the hardest-to-reach groups when it comes to health," said HMN Executive Vice President Kenneth Freirich.

Content will focus on health issues, viewed partly through the prism of how Giants players and coaches cope with certain hurdles. The debut issue has a story about Giants center Shaun O'Hara's battle with sleep apnea and tips about diabetes from the mother of former Giant Rodney Hampton.

There are also other "organic" pieces, such as tips on fitness and healthy tailgating.