min magazine 2008 Most Intriguing: Roy S. Johnson
Friday, November 7, 2008

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Roy S. Johnson
VP/Editor-in-Chief, Men’s Fitness

Roy S. Johnson has always been a winner. The editor of Men’s Fitness (since May, 2007) may be best recognized for his sports expertise because of his high-profile TV appearances as a former Sports Illustrated senior editor, but he has an editorial track record of achievement at places like Fortune, Money and Savoy, where he was founding editor-in-chief.

So he had a definite program in mind for getting Men’s Fitness back in shape. “I came with the vision to give men the tools to achieve peak performance in every aspect of their lives,” he says. “Whether it’s your job, health—or sex life—our goal is to help make you a better man.” Johnson trimmed the fat to tightly focus on fitness-oriented content. “We don’t dilute that message with extraneous edit,” he says pointing to the reduced emphasis on entertainment reviews and overt sexual content in the book. “We feature real guys who have had real results from a strategic fitness lifestyle and show you how you can achieve that yourself. One of my favorite columns is our ‘Success Story.’ This is truly about a regular guy who has transformed his life through fitness.”

The results are a robust Men’s Fitness. Overall sales have reached 726,000 under his watch, with a 20 percent increase in subscription renewals. Mensfitness.com has increased 48.1 percent in page views and 45 percent in uniques versus the same time last year. Still, he’s far from easing up the regimen. “It’s like our fitness advice,” he says. “We’re not just about reaching a goal. We’re after a long-term healthy lifestyle—for the magazine too.”







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