Attempts at Revivals and Reboots
In the 2000s, there were attempts to revive Gent or reimagine it for a modern audience. These efforts met with mixed success, as the print market for adult magazines had dramatically shrunk. Still, the brand's nostalgic value made it an appealing candidate for relaunch efforts, even if fleeting.
For example, in 2013, Gent was acquired by Playboy Enterprises Inc., which attempted to update its image by featuring celebrities like Kim Kardashian and Miley Cyrus on the cover. The magazine also added more fashion and lifestyle content, but struggled to attract advertisers and readers, eventually shutting down after just four issues. In 2019, Penthouse Magazine launched a digital-only version called 'Penthouse Forum', which featured erotic fiction and interviews with porn stars. However, the magazine failed to gain traction and ceased publication shortly afterwards.
Another attempt at a Gent revival came from Maxim magazine publisher Alpha Media Group, who planned to launch a new version of the magazine in late 2020. This effort was also unsuccessful due to financial difficulties caused by the COVID-19 pandemic.
Despite these setbacks, some argue that the enduring popularity of Gent speaks to its timeless appeal. The magazine's focus on sex, sexuality, and intimacy remains relevant today, despite changes in technology and culture. Moreover, the rise of online pornography has created a demand for alternative forms of erotic media, such as illustrated stories or interactive experiences. As such, there may be opportunities for future attempts at reviving Gent in different formats.
However, the reality is that magazines like Gent face significant challenges in today's media landscape. Digital platforms have made it easier than ever to access explicit imagery and video content, while social media and streaming services offer endless options for entertainment. For any reboot to succeed, it must offer something unique and compelling enough to draw attention away from all these competitors.