As Courtenay (2000a) points out, health is traditionally a female rather
than male concern. Lifestyle magazines, too—with a fewexceptions, such as
Esquire and GQ—are almost exclusively aimed at women. Men’s Health is
therefore forging a new kind of discourse, which goes beyond the dry, scientific
discourse of books like Brewer’s (1995) A Complete Guide to Men’s
Health and beyond what Haines (1998) calls the “soul-withering monotony
of weight training instruction.”