How to launch a men’s fashion magazine spun off of the leading women’s fashion magazine and not have men see it as, well, just a bit too nelly?
As Gawker and Fishbowl point out, sprinkle it with ambiguously sexualized content like fashion spreads on hunting that will make the good ole boys feel like the hunters and gatherers they are while at the same time allowing the gay men to fantasize that they’ve just landed at Madonna’s Ashcombe country estate.
Says Editor Jay Fielden to the gray lady: “I think this magazine is open to all readers, and that it doesn’t try to stereotype or imagine what it is a person does in his private life.”
Here’s what they’re aiming for according to the NYT: “The target reader is a man over 35 who earns more than $100,000 a year, is already living the life he wants rather than merely chasing it, and presumably isn’t too embarrassed to be seen reading a magazine that for more than a century has been associated with women.”
Or, as Details might put it, the aging metrosexual, those “slightly more stylish, defensive straight guys acting more macho than ever.”