GREG GUTFELD - editor, Maxim
What's the most controversial Back at Men's Health in 1995, I wrote
thing you've done in your the coverline: "Six Steps to Rock Hard
editing career? Abs." The thing is, at the time there
were only five.
What's the most glamorous I get free magazines in the mail such
thing about your job? as GQ. The latest one was "guest
edited by Giorgio Armani". That's
really cool when your mag can actually
be edited by a fashion designer.
I read the issue, and it reminded me
of a pastel cardigan with an
unassuming, but elegant, cut. I
decided to wear the magazine with a
pair of red crocodile-style loafers.
Do you think the men's I believe the weeklies will continue
weeklies will continue to to sell copies. I also believe Maxim
affect the sales of Maxim, will also sell copies. This will go on
Loaded and FHM in the next for a number of years. Perhaps
ABCs? decades, even. And then, of course, we
will all die.
Is there still scope for We are doing it right now. It's a
innovation as huge as the men's magazine with brains and balls.
weeklies launch in the men's But beyond that I would like to see
market and what do you predict any magazine that's actually funny,
it could be? honest and smart. Consider the "wacky
face", which lads' mag editors do
whenever they're photographed doing
something "wacky". It shows the gulf
between what an editor thinks is funny
and what really is funny.
And the gulf is so vast you could
drive a large truck full of other
medium-sized trucks through it. And
those medium-sized trucks? They would
be full of smaller trucks crammed full
of wooden Russian dolls. But I think
the next big thing will be men's
dailies ... they could have stuff in
them about how stupid Bush is and how
many millions of Iraqis he has killed,
along with pictures of topless chicks,
punters and prostitutes. They could
give them stupid, inscrutable titles
like Mirror or Sun.
What's your greatest fear? That it will come back, but this time
Which other magazine market do Mags for pets. Not mags about pets.
you think has the most But mags for pets, that are actually
potential at the moment? read by the pets themselves. The mag
should have really short headlines
with big colourful pictures that are
simple enough for a ferret to
understand. I would call it Pick Me Up
If you hadn't gone into I would have been given a job in the
publishing, what would you laundry, or perhaps in the kitchen,
have done? but my passion is the literacy
What other magazine would you I would like to edit Campaign. And
like to edit? profile editors and ask them questions
like: "What other magazine would you
like to edit?" And they would answer:
"I would like to edit Campaign." And
this cycle of questioning would
continue forever and ever.
Do you think GQ's readership Yes. When you look at the other
and editorial product really stridently homosexual magazines like
are a cut above its Attitude, Arena or AXM, you have to
competitors? admit GQ is different, in that it
doesn't begin with the letter "A".
Anyway, Dylan Jones is my role model.
His skin is made of circular patches
of tennis-ball felt.
"A spongy comfort that is a classic in
the making". You can quote me on that.
What's your mantra? My mantra is: "Mantras suck."
ROSS BROWN - editor, FHM
What's the most controversial You're not allowed live
thing you've done in your monkeys in the office. Yes, it
editing career? may prove a point, but it's
also a legal minefield with
What's the most glamorous Working above a cafe. The pool
thing about your job? table. Cold beer on Fridays.
Mainly the cafe.
Do you think the men's Undoubtedly, but with mixed
weeklies will continue to results. Zoo and Nuts have
affect the sales of Maxim, hurt Loaded - Maxim must
Loaded and FHM in the next surely pass them now, but
ABCs? FHM's real challenge will come
with a third credible
Is there still scope for Weekly sport-led title. Let's
innovation as huge as the call it Bench. Christ, this
weeklies launch in the men's idea is worse than the
market and what do you predict monkey.
it could be?
What's your greatest fear? Man bags.
Which other magazine market do The top shelf appears to be in
you think has the most the doldrums at the moment -
potential at the moment? my hedge is heaving with tired
old 80s titles.
If you hadn't gone into Airport fireman. Ever seen a
publishing, what would you fire in an airport? Ever seen
have done? a plane on fire? It's the
easiest gig in the world.
What other magazine would you American Maxim.
like to edit?
Do you think GQ's readership Yes, all of GQ's 12 gay
and editorial product really readers are a cut above the
are a cut above its rest.
What's your mantra? "They knew the risks."