Our Take —
Geil is a new German men’s magazine published in English. In fact, its promotions claim that it is an entirely new concept for a title in the German men’s magazine market aimed at mature and sophisticated men focusing on fashion, lifestyle, travel, grooming and shopping.
Is binning the bare-boobed babes in favour of handsome young men modeling the latest swimwear collections really what the new German man wants? It’s an interesting question, especially for a magazine that does not pitch itself as openly ‘gay’.
One suspects that what Geil would like to achieve is something similar to the success of a title like Details in the 1990’s. Indeed, Geil even reminds one of Details. Here –as the water cooler guffaws revealed about Details – there is a lot of gay-friendly content, especially for gay men not eager to jump on a gay pride float. But, at the same time, there is more than enough to appeal to the style-conscious, sporty and sensitive straight boy who, as footballers have taught us, is often far more narcissistic than either women or gay men.
With lush photography and a lot of content across a range of topics, Geil is a magazine that is packaged in a contemporary but not too arty art direction, making it appealing to men who like toys, are interested in design and looking good but not necessarily fashionistas. Geil has all the ingredients to prove a hit with the chilled-out metrosexual males of any fast-moving urban centre and, no doubt, with a sizeable number of country boys who wish they could be there.