in 2009, "men's health" published "belly off! diet" based on the weight-loss testimonial column in the magazine. the column "eat this, not that!" became a book series in 2007, written by zinczenko and matt goulding), and was turned into different versions (children, supermarket, restaurant, diet book) and free iphone applications. eatthis.menshealth.com was the most highly trafficked section of menshealth.com in 2009 with 1 million unique visitors and 15 million page views a month.