The joint venture will initially comprise Men's Health and Runner's World, which are both already published in the UK. The new venture takes over responsibility for the two titles under long-term licence from Rodale International. The move is designed to capitalise on the growth in magazines in the UK health and fitness market.
Dubbed NatMag Rodale, the venture will be run by a joint board of directors, with NatMags taking on operational control. The companies have confirmed that no changes will be made to the editorial and advertising teams and a general manager will be named in the near future. NatMag Rodale will be based at NatMags' offices in Soho.
According to reports, one of the first US titles to be launched in the UK is likely to be Prevention, a monthly health and fitness magazine. Other brands include Organic Style, Organic Gardening, Backpacker and Mountain Bike.
Duncan Edwards, managing director of NatMags, said: "Both companies are well established in the business of publishing internationally recognised power brands with real longevity that either define or perform at the top of their market sector. We will maximise cross-promotion opportunities including marketing, subscriptions and advertising sales."
Men's Health has a circulation of 220,446 in the UK, according to the latest set of ABCs. It has more than 17m readers worldwide and publishes 31 editions.
News of the joint venture follows Rodale's US launch of Best Life, a new bi-monthly men's lifestyle magazine, which sees it try to break out of its health and fitness niche. Best Life could be another candidate for launch in the UK.
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