Gear (magazine)

Gear (magazine) was an American men's lifestyle publication that emerged during the late 1990s, a period marked by intense competition in the men's magazine market. Founded by Bob Guccione Jr., son of Penthouse (magazine) founder Bob Guccione, it positioned itself as a more literary and edgy alternative to established titles like GQ (magazine) and Esquire (magazine). The magazine blended provocative photography, often featuring celebrities and models, with ambitious long-form journalism and cultural commentary, seeking to define a new sensibility for young male readers. Its run, though relatively brief, was notable for its high-profile launches, editorial ambition, and the controversies it occasionally sparked.

History

The magazine was launched in 1998 by Bob Guccione Jr., who had previously founded the successful music magazine Spin (magazine). Backed by significant financial investment, its debut was highly publicized with a Times Square billboard campaign and a launch party attended by numerous celebrities. Initially published by Gear Media, Inc., the publication aimed to capitalize on the booming men's magazine sector that included competitors like Maxim (magazine) and FHM. However, the magazine faced financial difficulties early on, leading to a bankruptcy filing in 2001. It was subsequently purchased and briefly revived by Dennis Publishing, the company behind Maxim (magazine) and The Week, before ceasing publication permanently in 2003.

Content and features

The editorial vision for the magazine combined high and low culture, featuring lavish fashion spreads shot by photographers like David LaChapelle alongside serious investigative pieces and fiction. A hallmark was its "The Manual" section, which offered irreverent advice on topics ranging from style to social etiquette. Each issue typically included in-depth interviews with cultural figures such as filmmaker Quentin Tarantino and actor John Malkovich, as well as provocative pictorials of celebrities like Drew Barrymore and Mena Suvari. The publication also ran ambitious literary journalism, including war correspondence from places like Kosovo and long-form profiles of controversial public figures, attempting to bridge the gap between Playboy's journalistic legacy and the newer, cheekier tone of lad mags.

Publication and circulation

Originally published ten times a year, the magazine had an ambitious initial print run and sought a national newsstand and subscription presence across the United States. At its peak, it reported a circulation of over 500,000 copies, competing directly for advertising dollars with Condé Nast titles and Emap's FHM. Following its acquisition by Dennis Publishing, the frequency was reduced and its distribution was streamlined, but it struggled to regain its initial momentum in a crowded and shifting media landscape. The final issue was published in 2003, a period when many print magazines were beginning to feel the early pressures that would later be exacerbated by the rise of digital media.

Reception and impact

Critical reception was mixed; the magazine was praised by some for its daring photography and commitment to substantive writing, but criticized by others for perceived inconsistency and trying to cover too broad a spectrum. It garnered attention and occasional controversy for its risqué covers and spreads, which were often discussed in media outlets like The New York Times and Entertainment Weekly. While its commercial life was short, the magazine is remembered as a bold, if ultimately unsustainable, experiment that reflected the fin-de-siècle zeitgeist in publishing. It influenced the tone and visual style of subsequent men's interest media and served as a notable career platform for several writers and photographers who later gained prominence elsewhere.

Notable contributors

The magazine attracted a wide array of literary and journalistic talent. Notable writers included war correspondent Christopher Hitchens, novelist Jay McInerney, and cultural critic Lisa Carver. Fashion and portrait photography was frequently provided by renowned artists such as David LaChapelle and Matthew Rolston. The editorial staff featured individuals like John Rezek, who served as editor-in-chief after Bob Guccione Jr., and design director Robert Priest, who had previously worked at Esquire (magazine). These contributors helped cement the publication's reputation for blending glossy production values with intellectually engaging content, however briefly. Category:American men's magazines Category:Magazines established in 1998 Category:Magazines disestablished in 2003