• by Emily Booth , February 27, 2003

Emily Booth is associate editor of Revolution Magazine UK.

Brits have a knack as hacks. And they're exporting that know-how to the U.S. in waves.

Few things epitomize it more than the Stateside success of so-called lads' mags such as FHM and Maxim. It seems that a staple diet of girls, jokes, girls, cars, girls, and music sells men's mags by the bucketload, whichever country you're in.

While Arena, Esquire, and GQ summed up the big-spending, big-watch-wearing Ô80s, the likes of loaded lowered the tone and upped the fun quotient of the supposedly sharing, caring Ô90s. The Lad was born mid-decade, apparently, groping a girl with one hand and clutching a beer with the other.

Pick up a current copy of the U.K.Õs loaded, and you'll see that accessibility and humor is still going strong. In the January issue Bambi's told to duck as Òloaded tears around the countryside in a Land Rover shooting stuff by torchlightÓ and ÒSauna GirlsÓ sees ordinary ladies invited Òto talk about what gets them hot and steamy.Ó Meanwhile the U.K. Maxim's got Rebecca Romijn-Stamos on the cover and hordes of other gorgeous, scantily clad gals crawling through rain-sodden streets/resplendent on couches/rolling on rugs. Plus mirthsome guides demonstrating the subtleties of stone skimming, how to flog your tap water and Ñ yes Ñ teleporting yourself.

Despite their hefty circulation figures, however, it's been fashionable in the last few years (within the U.K. specialist press, anyway) to say that lads' mags have had their day. The terms lad and its follow-on, post-lad, are way past it now, so surely their magazines must be too, right? That's too trite, really. First, the lad was only ever a media tag. Second, most men are always going to be interested in women, funnies, and cars Ñ it's just the way that heady mix is packaged.

Enter Jack, the newest publication in the U.K. men's sector, from IFG Publishing. It's small, sleek, and has illustrated retro pulp fiction covers (no photo cover totty for these guys). Pics of girls are invariably black-and-white ÒeroticÓ shots, and there's worthy feature fodder about film directors, spectacular Ñ read big Ñ wildlife, and pared-down fashion pieces. It sums up male cool.

Then consider Stuff, which in the U.K. is published by Haymarket and focuses on gadgets and technology. It's an example of how the men's market has expanded to successfully cover niche lifestyle areas, such as health, technology, and film.

We're likely to see more of this kind of development at the margins of the men's magazine market, as well as a bit of crossover in the middle ground. So while Maxim is increasing its fashion content, GQ is happy to run a risquŽ photo shoot of Paris Hilton. And even Jack has got a hilarious send-up of corporate straightfacedness with its ÒLetters from a Complete Time WasterÓ slot.

The Lad is Dead Ñ as they say in England Ñ Long Live the Lad.