Behold the brand spanking new email newsletter from GQ magazine. But wait – what’s that at the top?! A ‘quote of the day’ from GQ editor Dylan Jones:
GQ, the magazine we are the proud custodians of, is aimed at men who are proud
to call themselves Alpha Males.
Hmm – would this be a cheeky reference to Alpha One, the code-name of the new free upmarket men’s title by Mike Souter, former editor-in-chief of Emap’s FHM?
It could be given recent media coverage of the men’s lifestyle market. An article on today’s FT.com pretty much confirms what the industry’s known for a while – the lower end of the market are shifting their efforts to the web, while the all the up market glossies like GQ, Men’s Health and Esquire are enjoying increases in readership. This explains FHM’s relaunch and move towards the Arena / GQ market.