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After a year, Gutfeld was replaced by David Zinczenko. Said Zinczenko, "Twenty years of Men's Health has certainly produced several lines that have proven themselves effective at newsstand, which makes up about 20 percent of our print run.

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He created the editorial formula still in use today, brought aboard Steven Slon, a veteran of the service journalism category, imported Greg Gutfeld from Rodale's Prevention title and worked with longtime staff editor Denis Boyles, a former Playboy contributing editor, to develop the magazine's influential and distinctive "regular guy" voice. We turned health into a concept every guy would want to embrace, starting with the healthy guy on the cover." The magazine has also been criticized for reusing cover taglines.

Lafavore left Men's Health in 2000, the same year Capell's Circulation Report named the magazine "Circulation Performer of the Decade." He appointed Greg Gutfeld as his successor. In response, Zinczenko explained that the majority of magazine sales—80 percent—are subscription and those covers vary from the newsstand version.

In July 2008, "Men's Health" became the first to "create the first fully interactive advertising magazine in America," where users could snap a picture of an ad and an immediate promotional bounce-back was sent to their phone.

For its 20th Anniversary issue in November 2008, Men's Health featured an interview and photo shoot with then future President-elect Barack Obama.

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