For the man who is fashion-conscious there has been a long absence. After decades of being ignored by the majority of fashion magazines, there’s an influx of new magazines that focus on the masculine aspect of the art of dressing.
With a variety of new titles like P.O.V., Maxim, Icon and Dossier all set to attract readers who aren’t getting traditional magazines off, there’s an enthralling new generation of publishers that want to be the primary source of authentic content for real men.
While the new magazines struggle to be heard and seen icons like Details as well as Esquire are undergoing their own highly-publicized overhauls with new editorial teams as well as fresh fashion-related content. In fact, Men’s Journal, that hulky source of biceps and biking is now embracing the latest trends in fashion.
Magazines aren’t as simple to classify as they appear. However, most magazines targeted at men include a combination of the following such as music, sport fashion, money technology, fitness, and even women.
There are a myriad of methods that allow this field of work to cover the most diverse of publications such as Playboy Men’s Health, GQ. All three have a common recipe to be successful: a cash column here, a naked female there, ab workouts in between.
Beyond the features The magazines have an advertising partnership. Within each male fashion magazine, you’ll find those from Tommy Hilfigers to Gaps, Chryslers and Budweisers. However, more and more these two are the fashion ads that publishers are the most eager to draw attention to.
“Right currently, fashion accounts for 30percent of the advertisingbase, and it will eventually be more than 50,” says Drew Massey who is the publisher of the 3 year-old P.O.V. Playboy publisher Richard Kinsler says fashion advertising is “absolutely vital.” This is also true for magazines that are younger, such as Vibe and Spin music magazines that have predominantly male readers. Fashion is the main factor in more than half of all advertising, according to John Rollins, publisher for both magazines.
What’s the reason for the sudden influx of new magazines and editorial revamps? For the magazines that are new the answer is simple. Publishers are looking for an advertising platform with plenty of budget. They see a gap in the market for precise fashion coverage that is service-oriented.
“Our goal is not to be too serious or to become a boring fashion magazine.” Massey assured P.O.V. readers last month. “We want to sort between the noise and offer the timeless style that makes you feel and look good.”
This is the best one for magazines geared towards men According to Paul Wilmot of Wilmot Communications and the former Conde Nast executive. “Men need services. They want their concerns addressed in a way that is intelligent. Period.”
Men too need help according to industry analyst David Wolfe, creative director of the Doneger Group. “There’s an enormous opportunity there for a book on how-to. What length should a collar be? What is the best way to tie bow ties? The world isn’t bounded with Gucci on one hand and Armani on the other.”
Every magazine is a unique voice in editorial that can be used to create the content, choose contributors, and also sign up advertisers. Sometimes, the voice may be in opposition to the publication’s coverage of fashion. Certain fashion editors prefer to write trends rather than read them. Since publishing is an industry, there is also a desire, whether spoken or not in calming advertisers.
Even the powerful GQ and Details, Conde Nast’s patriarchs of masculine fashion, are to be out of tune to the “real” news coverage Wolfe refers to. GQ is proud of its affluent educated, white-collar, and educated readership however what number of Wall Street types or Orange County lawyers are able to put on Comme des Garcons suits, Missoni sweaters, and Prada boots? It’s a white-suit, blue-suit and a red tie audience, Brooks Brothers, and not Fred Segal. Do the neo-hip Details audience buy the well-known Dolce & Gabbana trousers and John Bartlett coats or turn to Levi’s jeans and Gap shirts instead?
Vogue, Harper’s Bazaar and W are viewed by some inside the trade to be aspirational publications. Many of their readers, regardless of their height, shape, or financial status, love admiring beautiful images of gorgeous clothing on gorgeous women. However, many magazines for men, according to the designer of men’s clothing Gene Meyer, are different. “Most men receive their fashion guidance from their peers or from their friends, or even someone working.”
However, editors are working on making their style content easier to access and “accessible,” says Michael Caruso who is the new editor of Details. “I would like the readers to be able to perform what the models in the shoots are doing, and then buy the clothes that they’re sporting.”
In Spin magazine, fashion director Jill Swid looks at clothes in the same way that the magazine looks at issues. “I do not shoot stories that is based on trends in fashion. I focus on social events and other happenings in the scene. I attempt to reflect the lifestyle of our readers. Every Spin reader buys sneakers and jeans, which is why this is a large element of my stories.” Similar to that, Men’s Journal is sure to show off the best of hiking style and ski slope sexiness.
It’s not a surprise that the audience men’s magazines are trying to attract is more fashionable than ever before. He’s healthy, fit, and even a little smug. He’s conscious of his appearance and puts greater effort in his clothes choices. But, he’s not the suburban couple with two children and a dog that is adored by advertisers and publishers. It’s the young, non-corporate, often non-white males who are the driving force behind fashion trends.
You can call him whatever you like call him: street, urban, Euro, he’s the one who buys the latest designer brands. The gay-focused Out magazine’s readers are extremely fashion-forward and, as per analysts in the industry, spends more on clothes than readers of traditional men’s magazines. The music-focused Vibe readers have the same profile. “It’s about branding and image,” says Rollins. “The urban music lover would like to be seen wearing Armani and Versace as well as Phat Farm and Nike in an image that says”I’m cool.’ “
For the casually stylish man to the sloppy fashion aficionado The current situation of publishing for men brings an exciting change in the form of choice. With the number of magazines available you can almost guarantee to discover one that carries his name.
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