"The other magazines are really mass circulation," Kaplan said. "We’re targeting men whose life is style, who see the world through the lens of style."
I'm basically one year off of Kaplan's intended demographic. But before graduating to the wild new world of M, it's probably as good a time as any to look back and see what we learned, what we didn't learn, and how M stacks up against the current crop of men's magazines:
Who They Say Reads It: A 32-year-old making around $72,000 per year (Household Income).
When I Read It: As a wimpy 14-year-old until around the age of 19
What You Could Learn From Reading It: That you might be a hormonal heterosexual male who isn't old enough to buy Playboy or savvy enough to clear your Web browser. This dude-bro magazine for dude-bros who like fart jokes and scantily clad women largely shaped many young men's minds by teaching them how to rank a women's hotness in its "Hot 100", and also the various permutations of "scoring" and famously, "How to Cure a Feminist."
Overlap with M: None we can think of.
Who They Say Reads It: A 44-year-old making $60,000 per year ($87,000 HHI)
When I Read It: Age 20-present
What You Could Learn From Reading It: How to make a drink and "eat like a man", who The Sexiest Woman Alive is, and or how to Power Dress like an Alpha Male.
Overlap with M: Some. But Esquire does skew more practical than it does high fashion.
Who They Say Reads It: 37-year-olds who make $50,194 ($79,629 HHI)
When I Read It: Once or twice during my teens, a few times in my 20s when I thought I could achieve Six Pack Abs!
What You Could Learn From Reading It: That you might be a hormonal homosexual male who isn't old enough to buy Playgirl savvy enough to clear your Web browser. Okay, fine, that was just umm, my friend who told me about how he first started purchasing Men's Health.
You might also be a man who can count his body fat percentage on on hand (or have dreams of getting there), someone wanting to Eat This, Not That, and someone who never gets tired of reading about Six Pack Abs! Or someone wanting to know what kind of male underwear best suits their needs.
Overlap with M: Not that much, other than the occasional convergence of scantily clad, airbrushed models.
Who They Say Reads It: 33-year-olds who make $89,076 (HHI)
When I Read It: Umm, Adam Levine is the latest issue's cover boy which is weird considering he was just in the magazine a couple of months ago telling me how to get ripped through ...ummm. Oh.
What You Could Learn From Reading It: That you're probably a homosexual. In the 90s, Details got into some trouble for its "Gay or..." back page feature by insinuating everyone was gay anyway. And it's always been GQ's gayer little brother, with articles that highlighted the sexiest male muscles that
induced body dymosphia changed the way men looked at themselves. Also, that "Ass is the New Abs" and "Anal Sex is the New Deal-breaker."