Bucking the Trend
Monday, January 26th, 2009 by Julie WilsonTHE NEW MEN’S MAGAZINE WITH MORE THAN NAKED LADIES
Only the other day I was asking my male colleagues if they knew of any credible male fashion/lifestyle websites… Welcome Buck, a new lad’s mag and website aimed at the modern dandy, with food features, fashion and interiors in place of topless women.
The brainchild of Steve Doyle, a 26-year old with a background in fashion and publishing, as well as a year working in the City, Buck strives to carve a niche in the men’s magazine market, bridging the gap between high-end fashion titles such as Another Man and established mainstream publications GQ and Arena.
Refreshingly different, over a quarter of the magazine’s content is food-related. Restaurant and bar reviews, recipes, debates and good old fashioned cookery tips that guarantee you’ll be able to serve up a good Sunday roast are a plenty and feature alongside a healthy smattering of fashion and style, Buck’s primary focus.
In an interview with The Independent Doyle describes the target reader: “He knows his own style. He’s very confident with dressing the way he wants, cooking with friends, living his life the way he wants to. He doesn’t want to aspire to a lifestyle, or to be told by that magazine what to do.”
A secret follower of men’s fashion and avid supporter of any new developments in the men’s magazine arena, I really hope Buck manages to succeed where so many others have failed, but does it really stand a chance?
Launched in November 2008, in a year that saw many of the men’s titles struggle - Maxim’s sales were down 59.6 per cent year on year, FHM down 10 per cent and Loaded down 20.8 per cent - the magazine has certainly taken on a challenge. It’s one, it appears, the ten-man Buck team are prepared to take head on. With its third edition currently on shelf and a full year’s themed issues planned and in progress, Buck means business.
Buck is available at WHSmith, Borders, Tesco, and all good newsagents. Or visit http://www.buckstyle.com/
