Lad mag

Lad mag is an informal term used for lifestyle magazines aimed at younger heterosexual men, focusing on "sex, sport, gadgets and grooming tips", particularly in the UK in the 1990s and early 2000s. The lad mag was notable as a new type of magazine; previously, lifestyle magazines had been almost entirely bought by women. It was the central cultural component of 1990s lad culture. The rapid decline of the lad mag in the late 1990s and early 2000s is generally associated with the rise of the Internet which provided much of the same content for free.