The Critical 'I'

Read. React. Repeat.

Thursday, October 10, 2002

MEN'S JOURNAL MAKEOVER
Moving away from its rock-climbing/wakeboarding/skydiving staple, Wenner Media's Men's Journal has brought in a former New York Magazine editor to gear up for a challenge to GQ and Esquire.

I thought the move away from adventure-story content was an odd move, because traditionally it drew strong advertising numbers. Things must have changed in a hurry, though; the last two paragraphs of the referenced article tell the story. Men's Journal numbers are down, and GQ and (to a lesser extent) Esquire are up. Thus the retooling by Wenner.