Lad mag was a term principally used in the UK in the 1990s and early 2000s to describe a then-popular type of lifestyle magazine for younger, heterosexual men, focusing on "sex, sport, gadgets and grooming tips".[1] The lad mag was notable as a new type of magazine; previously, lifestyle magazines had been almost entirely bought by women. It was the central cultural component of 1990s lad culture. The rapid decline of the lad mag in the late 1990s/early 2000s is generally associated with the rise of the Internet which provided much of the same content for free.[2][3]