gender studies The lad mag was at the time seen as distinct from magazines targeted at the stereotypical new man. Contrasting the two gender constructs, Tim Edwards, a sociologist at the University of Leicester, describes the new man as pro-feminist, albeit narcissistic, and the new lad as pre-feminist, and a reaction to second-wave feminism. The new man image failed to appeal to a wide readership whereas the more adolescent lad culture appeals more to the ordinary man, says Edwards. Edwards also points out that lad culture men's magazines of the 21st century contain little that is actually new. Referring to a study of the history of Esquire magazine, he observed that there is little substantially different between the new man Arena and GQ and the new lad Loaded. Both address assumed men's interests of cars, alcohol, sport, and women, and differ largely in that the latter have a more visual style. From this he infers that "the New Man and the New Lad are niches in the market more than anything else, often defined according to an array of lifestyle accessories", and concludes that the new lad image dominates the new man image simply because of its greater success at garnering advertising revenue for men's magazines. See also List of men's magazines Lad lit References Lifestyle magazines published in the United Kingdom 1990s fads and trends 2000s fads and trends