Bill
Phillips, who became vice president and editor-in-chief of Men's Health when
David Zinczenko left last November, cut his teeth on the brand's
website. He oversees the editorial development of both the website and the
magazine now, but here Phillips checks in with FOLIO: to recount what it took
to bring the website into its own as a standalone brand—distinct from Men's
Health the magazine.
Phillips
says that growth across the Men's Health digital assets has fundamentally come
from understanding that audiences have different needs and wants from each
platform—website, social and tablet. Acknowledging that and treating each
platform as its own product helped contribute to their growth.
