Men`s Health Magazine Launches "Jimmy the Bartender" Application for the iPhone

-GPS-enabled application finds best bars and features content from popular Men`s
Health columnist, Jimmy the Bartender-
NEW YORK--(Business Wire)--
Men`s Health, the largest men`s lifestyle magazine brand in the world, announced
its "Jimmy the Bartender" application for the iPhone and iPod Touch is available
on the Apple App Store for $2.99. Based on the magazine`s popular "Ask Jimmy the
Bartender" column, the application uses GPS technology to locate bars near the
user`s current location, and includes hundreds of "Ask Jimmy" questions, drink
recipes, and Eat This, Not That! bar food swaps.

Additionally, users can submit their own content to the application`s database,
including reviews, photos, and recipes, directly from the app.

"The `Jimmy the Bartender` application shows how committed we are to developing
rich mobile applications in this growing content space," said Rodale Senior Vice
President, Men's Health Editor-in-Chief, and Women`s Health Editorial Director
David Zinczenko. "We're not just turning over the keys to a developer, or
re-purposing content from the publication-we`re creating exciting new ways for
the user to interact with our brand. Simply put, this is one of the most
sophisticated applications to be developed by a magazine brand to date."

"Jimmy the Bartender" is Men`s Health`s third application. It is available for
iPhone and iPod Touch (requires OS 3.0) for $2.99 from the Apple App Store
(www.itunes.com/appstore/). The magazine`s first application, "Men`s Health
Workouts," has maintained a Top 10 position in the Health & Fitness category
since its debut. Additionally, the magazine`s iPhone app team launched the
"Women`s Health Workouts" application for its sister publication Women`s Health
in August.

Key features include:

JIMMY'S BEST BARS

* Find nearby bars reviewed by Jimmy with a GPS-enabled guide
* Users can add their own bar reviews and photos to the database from the app

THE BARCHIVES

* Browse hundreds of Jimmy`s answers to questions on women, work, friends,
family, and money
* Got a question? Shake your iPhone for an instant response from "Magic Jimmy"
* Jimmy`s "Tip Jar" provides quick-fire hints on everything from tipping to
flagging down the bartender

THE INSTANT WINGMAN

* A dynamic choice-tree based system that gives users advice on meeting women
based on the situation
* Enter the relevant information-where you are, what she`s doing, and who she is
with-and Jimmy suggests a move

SHAKE IT UP

* Dozens of Jimmy's legendary cocktail recipes
* Users can submit their own recipes and photos directly from the app

EAT THIS, NOT THAT!: AT THE BAR

* Learn simple swaps to cut calories and save fat on pub grub, beer, and
cocktails

WIN ANY BAR GAME

* Tips, rules, and tricks for mastering the likes of billiards, Big Buck Hunter,
and more

About Men's Health (www.menshealth.com)

Men's Health is the largest men's lifestyle magazine brand in the world with 40
editions worldwide. Published 10 times a year in the U.S. by Rodale, Men's
Health is the best-selling men's magazine on newsstands, each month providing
its 12 million readers with the latest information on all aspects of a guy's
life including health, fitness, fashion, nutrition, relationships, travel,
technology and finance. The magazine has garnered numerous accolades in the
industry including several appearances on Advertising Age's "A List", Adweek's
"Hot List" and Capell's Circulation Report, which recently named the magazine
"Best Newsstand Performer of the Decade." In 2007, Men's Health Editor-in-Chief
David Zinczenko was named "Editor of the Year" by Adweek magazine shortly after
the title secured the top spot on their "Brand Leaders Hot List" in 2006. The
magazine has also received a National Magazine Award in the personal service
category. Men's Health also publishes several branded books, DVDs, special
interest publications and the online subscription service.

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For Men`s Health
Agnes Hansdorfer, 212-297-1505
agnes.hansdorfer@rodale.com

Copyright Business Wire 2009