The success of ZOO magazine, published between 1986 and 20014, was undeniable, setting a new standard for British men's lifestyle magazines that would follow. With a mix of humor, irreverence, directness, and bawdy jokes, it appealed to young males seeking a lighthearted escape from life's responsibilities, providing them with advice and entertainment while helping them establish their identity as men.
ZOO's editorial style combined sexually explicit material and celebrity interviews with articles about cars, sports, fashion, and health. The publication also featured a regular section called "The Naked Truth," where readers sent nude photos of themselves to be critiqued by models, which became its most popular feature. By blurring the line between highbrow culture and lowbrow humor, ZOO attracted a wide range of readers who felt comfortable enough to share intimate details of their lives with the magazine. Its appeal extended beyond just content; the layout, advertising strategy, and tone all contributed to its unique character.
In terms of journalistic style, ZOO influenced the emergence of other lad mags such as Loaded, FHM, Maxim, and Front. These publications adopted ZOO's playful approach to language, creating an irreverent and unapologetic atmosphere. This sub-genre of men's magazines quickly became synonymous with casual misogyny and objectification of women, reflecting the changing norms in British society. As ZOO gained popularity, other publications sought to imitate its success by emulating its tone and format, further entrenching these problematic attitudes in the mainstream media landscape.
Despite this, ZOO remains an important piece of cultural history, highlighting how laddism developed into a defining aspect of British masculinity during the 1990s and early 20000s. It played a significant role in shaping the way that young men saw themselves and interacted with each other, influencing everything from fashion to music to sports. While it may no longer exist in print form, its legacy continues to shape modern day journalism in both positive and negative ways, making it a crucial part of understanding contemporary media consumption patterns.