Men's Health has a circulation way over all the bodybuilding magazines combined. The ads are also interesting. High end watches, clothes, cars and colognes instead of endless snake oil supplements with pictures of steroid bodybuilders claiming supplements work.
If they want to make money then they have to get away from the subculture of a fringe sport of steroid bodybuilding and get into fitness, health and training for another sport. Notice how many magazines are complete clones of Men's Health? They see the crazy success of it and want to fool the buyers at check out. Normal guys buy sports, guns, mechanical, and other magazines. Very few guys are walking to the counter with a oiled up man in a speedo on the cover magazine. "Not that there's anything wrong with that."