Gent is a popular British men's lifestyle magazine that has been published since 1986. It covers a wide range of topics including fashion, travel, food, entertainment, and sports. Over the years, Gent changed hands several times and each new owner brought their own vision and priorities which sometimes shifted the magazine's editorial focus or business strategy. As a result, there have been significant fluctuations in quality and style reflecting the challenges of sustaining an adult magazine in a competitive market. In this article, we will explore how changes in ownership affected Gent's content and style, examining the impact on its reputation, sales figures, and readership. We will also consider the broader trends and developments that influenced these shifts. The history of Gent began in 1986 when it was founded by Peter Stringfellow. He envisioned a magazine aimed at successful professionals who enjoyed life to the fullest, with articles covering everything from fine dining to fast cars. This original mission statement set the tone for Gent's early years as a luxury publication catering to affluent readers.
After just two issues, Stringfellow sold his stake in the magazine to businessman Richard Desmond, who rebranded it as a softcore pornography title, featuring nude models and explicit photoshoots. This move proved highly lucrative and increased circulation rapidly. Desmond continued to acquire other publishing companies throughout the 1990s and 2000s, creating a media empire that included titles such as OK! Magazine and Daily Star.
In 2005, Desmond sold Gent to Paul Baxendale-Williams, who sought to return it to its original roots as a lifestyle magazine. Baxendale-Williams relaunched Gent with new editorial staff and a fresh design, focusing more on travel, fashion, and entertainment. Under his leadership, the magazine became increasingly popular among younger men seeking an alternative to traditional men's magazines like Esquire or GQ. Despite this success, Baxendale-Williams eventually sold Gent again to Dennis Publishing in 2013, which saw it as a complementary addition to their existing portfolio of titles including Viz Comic and The Week. Dennis Publishing made significant changes to Gent's content and style, emphasizing humor and gadgets over more serious topics such as health and fitness. This shift alienated some longtime readers but attracted others who appreciated Gent's irreverent tone. In 2018, Dennis Publishing was acquired by Future plc, which continues to publish Gent today.
These ownership changes have had both positive and negative effects on Gent. On one hand, they introduced new ideas and perspectives, keeping the publication relevant in a changing market.
Each new owner brought their own priorities, sometimes leading to confusion and inconsistency in quality control.
Gent faced increased competition from online publications such as GQ or Men's Health, which offer similar content at lower prices. As a result, sales figures have fluctuated over time and readership has become less loyal. Looking forward, we can expect continued challenges for Gent as it navigates the shifting media landscape while trying to maintain its unique identity as a lifestyle magazine for affluent male consumers.