Gent magazine was founded in 1969 as a monthly publication for male readers, focusing on issues relating to manhood, masculinity, and sexuality. It quickly became popular among men who identified themselves as "gentlemen," a term used to describe those who valued tradition, refinement, and courtesy. Gent was known for its explicit photographs of nude women, often featuring models with large breasts, which were considered idealized physical attributes at the time.
In 2003, Gent changed ownership and started including mail-order video catalogs within its pages. These catalogs offered readers access to adult films that aligned with the magazine's visual style. The catalogs featured busty actresses and specific film genres such as bondage, fetish, and roleplaying. This cross-promotion tapped into loyal readers' specific tastes, expanding the Gent brand beyond the page and creating an erotic ecosystem built around their preferences.
The inclusion of mail-order video catalogs in Gent had several benefits for both the magazine and its readership. For starters, it provided additional revenue streams for the publisher, allowing them to diversify their business model beyond print advertising. Additionally, it created a deeper connection between the reader and the magazine by offering them a more immersive experience outside of the printed page.
However, the practice also raised ethical concerns about the objectification of women and exploitation of their bodies. Critics argued that the magazines promoted a hypersexualized view of women, reinforcing harmful stereotypes and normalizing violence against women. Despite these criticisms, the decision to include mail-order video catalogs proved successful for Gent, helping it remain profitable even as the print industry declined.
In conclusion, Gent magazine's use of mail-order video catalogs was a creative way to engage readers beyond the printed page, but it also raised important questions about the representation of women in media. Ultimately, this strategy helped keep Gent afloat during a time when many other publications were struggling financially, showcasing the importance of innovation and adaptability in publishing.