GQ: AN EXPERT’S VIEW: Paul Mukherjee is certain GQ’s new attitude will be a a hit with Millennium Man

November’s GQ is the first full issue to be edited by publishing’s enfant terrible, James Brown, and, at first glance, the magazine seems to have changed very little. It’s a men’s magazine that still talks about fashion, grooming and all those issues that appeal to 20- to 40-year-old men, although this issue uses bold orange type to tempt the readers in.

November’s GQ is the first full issue to be edited by publishing’s

enfant terrible, James Brown, and, at first glance, the magazine seems

to have changed very little. It’s a men’s magazine that still talks

about fashion, grooming and all those issues that appeal to 20- to

40-year-old men, although this issue uses bold orange type to tempt the

readers in.



Little difference? Yeah, right! Take a read and you’ll soon discover

that GQ’s editorial now has a completely different feel. Like a teenager

who has finally lost his virginity, the magazine seems to have gained a

new edge with wit and verve. Articles with such titles as ’Up shit

creek’ and ’There’s a lot more to Colombia than meets the nose’

exemplify this new attitude. As you work your way through the magazine,

small temperature changes seem to jump out at you, and the readers’

letters reflect the harder, more cynical and funnier slant of the

editorial.



Comparing this month’s edition with that of December/January 1989 -

Michael Heseltine on the cover with the line ’On the road back to power

with Britain’s beautiful boy’ and no babes to be seen - reveals just how

different the new GQ is from its previous incarnation.



If you consider the ground covered by men’s magazines over the past few

years, it’s hardly surprising that GQ has decided to finally acknowledge

the prevailing trend, especially with Brown at the helm. With the advent

of the New Lad’s successor - Millennium Man, who likes football, beer

and women but who can also appreciate culture and the finer things in

life - you have to say things look rosy for GQ and men’s magazines in

general.



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