Gent was a British men's magazine that featured semi-nude models and nudity. It ran from 1968 to 2008, when it merged with Men Only. While its circulation never matched that of Playboy or Penthouse, Gent had a reputation for classy photography and an upscale audience. Unlike those magazines, however, Gent had no regular columnist or sex advice section, even though it offered readers tips on how to pick up women and enjoy their company. Its lack of a recurring editorial personality made it stand out from the pack and gave it a unique identity.
The magazine began as a spin-off of Mayfair magazine, which had been founded in 1965. In January 1968, its publishers launched Gent, a more risqué version that featured full frontal nudes. The original concept of Gent was "a sophisticated, intelligent gentlemen's magazine." It aimed at a higher market than most competitors, and it quickly became popular. Gent sold well in America, too, where it competed with other men's magazines like Esquire and GQ. By the mid-1970s, Gent had become one of Britain's best-selling magazines.
Despite its success, Gent never developed into a cultural icon like Playboy or Penthouse. It didn't have a founder like Hugh Hefner, nor did it feature celebrities like Marilyn Monroe or Raquel Welch. Instead, Gent stayed focused on pictorials and letters, without offering guidance or moral commentary. This approach set it apart from its rivals and allowed it to cater to a broader range of interests. For example, Gent often published articles about cars, travel, and fashion. It also covered sports events, politics, and current affairs.
Gent's format differed from those of most other men's magazines. Unlike Playboy, for instance, it didn't have a section devoted to short stories or interviews. Nor did it offer any Dr, Ruth-style columns or advice on relationships or sex. Instead, Gent focused on beautiful women and their fans. Its readers sent in thousands of letters each month, hoping to meet the models they saw in the magazine. Gent responded by printing their addresses and phone numbers. Some even got lucky and made dates!
The lack of regular columns or a sex advice column was intentional. Gent wanted to be different from the pack and avoid getting typecast as just another sexy magazine. While some might consider this risky, it helped make Gent stand out in a crowded field. The magazine was known for classy photography and well-written articles that appealed to its upscale readership. In fact, many considered Gent to be more tasteful than Penthouse or Playboy.
Gent's focus on quality over quantity was reflected in its editorial style. Each issue featured one main photo spread (or "centre-spread") and several smaller ones. These were accompanied by interviews with the models and behind-the-scenes glimpses into how they shot the photos. Readers could see what went into making the images, which gave them an insider's view of the industry. This was unusual for a magazine aimed at heterosexual males, who rarely had access to such information.
Unfortunately, Gent didn't last long after it merged with Men Only. It struggled financially and eventually ceased publication in 2008. Despite its unique approach, Gent couldn't compete with larger magazines like Maxim and FHM. But its legacy lives on through reprints and collectors' items. Many still consider it a classic example of British men's magazines.
In conclusion, Gent set itself apart from other men's magazines by not having a regular columnist or Dr, Ruth-style advice section. Instead, it focused on pictorials and letters, without offering guidance or moral commentary. Its lack of a recurring editorial personality made it stand out from the pack and gave it a unique identity. Today, Gent is remembered as a sophisticated and classy magazine that catered to a broader range of interests than most competitors.