The launch today of Another Man magazine should give male fashion addicts yet another fix of grooming tips and male totty slotted in between the slew of adverts.

In a market that already has Loaded Fashion and FHM Collections at the laddier end of the market, and Arena Homme Plus as well as the recently launched GQ Style and Vogue for Men at the more glossy end, Another Man hopes to sit somewhere in the middle, targeting the "modern thinking, culture savvy, stylish man", according to editor-in-chief Jefferson Hack.

The suspicion remains, however, that it's the same people who buy all these magazines and, rather than targeting a new audience for advertisers, Another Man will simply sit on the coffee table, alongside all the others, in PR consultancies, hairdressers and design studios.

Nevertheless we reserve judgement, since heterosexual men definitely deserve better than they're currently getting from fashion mags.

Homo-erotica just doesn't sit as easily with straight boys as gorgeous girls do with your average female magazine reader. Personally, oiled-up men in cavorting in Cavalli just makes me nervous!