There has been a renewal in the content and titles in men's magazines since the spring of 1998. Whereas traditionally these were 'girlie'? or fashion magazines, some now specialize in men's well-being (M Magazine and Men's Health) while others are becoming more general (Fhm and Maximal). This article analyses the different movements within the field of what could be called 'new men's magazines'?: sociological conditions favouring the creation of these new titles; their successive arrival in the market; the disappearance of others; and the means implemented by the different magazines to strengthen their positions and assert their identities.