Objective: To examine the types of health messages delivered to males and females through the "popular" media of magazines that have a health content, and to consider the potential for "popular" magazines to play a role in communicating health promotion messages to men. Design: A qualitative approach that subscribes to content analysis of a sample of "popular" women's and men's magazines over a six month period. Method: Analysis of 23 women's weekly and monthly magazines and six men's monthly magazines that had a health content took place over a period of six months. Content analysis identified an analytical frame-work of four themes general health and healthy lifestyle issues, medical issues, letters to a doctor/other health "expert" and letters to an "agony aunt" through which health promotion messages in the magazines were examined. Descriptive codes were developed from repeated reviews of the messages. Codes were then indexed and grouped into themes. Based on these themes, a set of typologies was developed. Results: The initial examination of health promotion messages identified three typologies for communication. A set of seven categories emerged that highlight different styles and formats adopted by magazines for delivering and communicating health messages. Conclusion: The opportunity for the delivery of timely health promotion messages directly to men is potentially high. In particular, the typology outlined in these results highlights the use of different communication styles and formats to appeal to different target groups in the delivery of health information. There are also opportunities to work in partnership with magazines aimed at both men and women to ensure that male health is placed more firmly on their health agenda. (Contains 4 tables.)