Genre magazine recently redesigned editorial and layout, and brought on Men’s Fitness editor Neal Boulton to spearhead the new magazine. I signed up for Genre at a recent conference and spoke with their head of advertising who described the new magazine as more along the lines of Men’s Health and Men’s Fitness- making me a bit skeptical at how much I would enjoy the redesigned publication and if it would be relevant.
With the new ambiguous logo, a new ‘straight-acting’ editor and focus on Men’s Health-esque editorial, would the magazine be less “gay” and what does this mean for the advertising and public relations work around the magazine?
Today Towleroad blog interviewed editor Neal Boulton who has fallen victim to bashing by gays. That’s not to be confused with gay-bashing. Boulton, who is openly gay, claims he is being harassed for acting “too straight” and that gay activists are up in arms about him editing a gay-lifestyle magazine. Not to worry,, the new Genre is anything but too straight.
The G in genre still stands for gay. There are definitely more exposed muscles, but the editorial content remains fun, an easy read and perfect for striking up bar conversations with friends. As an example I point to their feature on “Top 10 Lies Guys Tell You.” It’s safe to say that this is not going to be found in Men’s Fitness any time soon. And while the new Genre does include fitness tips – they are useful, relatively easy to do, and not written for professional musclemen.
The articles overall are more fitness-related and very product and fashion oriented, providing ample opportunities for communications professionals who work in these industries. Their fashion coverage has top designer labels included in spreads and advertising extends far beyond gay-only products to include recognized national brands.
The November issue has the recently opened Terrence McNally Broadway revival, “The Ritz,” on its cover – showing mainstream entertainment has found a new outlet to boost audience numbers.
Regardless of how much of a macho man Neal Boulton may be, he’s already done a nice job of making Genre, and in turn – gay publications - cross into new genres and develop a product and brand that is entertaining to readers and attractive to marketers.
Comments