His intent was to make Men's Journal broader and more timely-"more culture, and less escapist," in the words of one magazine vet familiar with the magazine. He made high-profile hires like such as the magazine's first literary editor, Will Blyth. But eventually, Mr. Bryant's vision collided with Wenner Media Chairman Jann Wenner - which Mr. Wenner admitted to in the press release announcing Mr. Evans appointment.
"I was hired to continue to broaden the magazine, turn it into a more fully realized men's magazine," said Mr. Bryant. "But I think Jann may have been more interested than I realized in retaining more of the old."
Mr. Evans was formerly Mens Journal's features editor. "I think Sid coming back says we will take the original positioning of the magazine, which is to write about the adventurous life for modern guys, and we will approach it even more ambitiously," said Rob Gregory, Mens Journal's publisher. "This is not a repositioning, or even a significant re-aiming of the editorial mission."
Mr. Evans will begin at the magazine Jan. 8. Mr. Bryant's last issue will be March 2001.
Through November Mens Journal's ad pages were up 11.3% to 1.024.9.
Copyright December 2000, Crain Communications Inc.