1. Only owning silk underwear.

2. Confidence : “Never don’t be confident” 

3.Wear a little bit of Makeup ( all men want to look,manly?)

4. Be Yourself: Everybody has their own ‘personality’ (I’m  obviously Mr Pure Granola!)

Posted last month these videos are among DETAIL’s more successful videos with the more recent video “Beauty Tips” gaining over 180,000 views. This would be great if it were a clear part of the brand or if this channel were specifically dedicated as a magazine “funny page” but video’s like this are mixed in  with more serious video’s like  interviews with Anna Faris and Ben Aflec and  style tutorials like How to tie a Scarf and How to fold a pocket square, part of the magazines core business which in comparision peform poorly in view count. 

Adding further confusion to DETAIL’s branding is its own website  which is very clean cut and serious.  Some may argue otherwise, but with competing  magazines such as Mens Health, Esquire and Mens Journal and an increasing on-line audience ( Ask Men) I feel DETAILS could instead  use You-tube as a strong medium to instead communicate with its core customer base ( as there are many guys like me who will look at a funny video , have their laughs and leave adding no value ). I also think as a company DETAILS  needs to  focus  their efforts on presenting them-self  as a serious contender rather than investing time in non core projects like posting  “funny you-tube videos” .  

Sales in  print media are dropping ( The New York Times having to mortgage its headquarters,that’s scary) and DETAIL’s along with other magazines in this segment will have a challenge ahead to keep the mind share of their target audience. Of course funny video’s will bring in the hits (Crazy Frog anyone?), but in the end DETAILS should be focusing on building value for its customers to continue its profitability.  

I’ve included the described videos. Admittedly they were a decent laugh and I plan to check out the original comedians: