The lads mag that started it all
Whether it’s your local newsagent or the favourite supermarket, as soon as you enter the shop you are faced with a wall of magazines. The wall is made up of hundreds of fluorescent printed covers, for men, women and children, all vying for your attention. They cover every conceivable topic from hobbies and lads mags, to weddings and celebrity gossip. You name it – there’s a magazine about it.
The perception is that a publisher has approximately four to five seconds to draw your attention to their cover, as you scan across the shelves either trying to locate the most enticing cover which meets the requirements you want from a magazine. Hence why so many 5th colours are printed on magazine mastheads, and the use of oversized polypropylene bags inked with vibrant colours on their tall headers. All this is done to catch the eye of the potential customer is a very short period of time, as competition is high.
It’s not always been as cut throat a market as it is now. What was considered the very first magazine to be published ran its first edition in January 1731 and shared shelf space with books of poems and novels.
Ironically, this very first periodical magazine published fell under the category of being a lad’s mag. Published every month for the disconcerting man about town, The Gentleman’s Magazine provided regular commentary on any subject matter the editor deemed fit for the general public – covering subjects ranging from poetry in Latin, share and commodity values, plus excerpts from various other published works.
The publisher (Edward Cave) found routes to all corners of the English speaking world at that time to distribute his title and built a vast readership up, which others would try to mimic. Edward Cave’s legacy continued in to the 1900’s, when the final issue of The Gentleman’s Magazine ceased publication in 1907.
All be it a far cry from today’s Zoo and Nutz magazines, The Gentleman’s Magazine was the first of its kind and set the president for a whole new industry in modern times for the likes of Rupert Murdock to monopolise and make money from, by printing newsworthy articles relevant to the demographic at the time.
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