Keith J. Kelly

Keith J. Kelly

Media

American Media in licensing deal talks overseas for Men’s Fitness

David Zinczenko, the onetime top editor of Men’s Health, who is credited with reviving rival Men’s Fitness, is about to carry his battle with his former title overseas.

American Media Inc., which is struggling with a dizzying newsstand decline for many of its US supermarket tabloids, is in talks with several overseas publishers about licensing and joint venture deals for its Men’s Fitness brand — with Zinczenko as the point man.

The two men’s health mags had great years on the ad front, with Men’s Fitness — which copped honors at Adweek’s Restart of the Year — up 28.9 percent on the year, and Men’s Health up 22.2 percent, according to MIN.

But AMI has little experience overseas. Its one recent foray was an ill-fated French edition of Shape.

Zinczenko had been involved in many of the early overseas branding efforts of Men’s Health before he came home to run the US edition a dozen years ago. Then in November 2012, he had his infamous falling out with cyber poet and Rodale CEO Maria Rodale, who declined to renew his contract.

Men’s Health still has a prodigious lead overseas with 40 overseas editions, making it one of the top men’s magazine brands in the world, and recently added ITP as its partner in Dubai.