According to editor Martin Klipp, teenage boys are crying out for their own magazine, something "sharp, smart, argumentative, funny and irreverent" and that their mums won't object to as much as they might to FHM or Loaded.
The strapline beneath the title reads "Rules are made to be broken".
That probably refers to the fact that there are fashion tips, advice about girls, and even an agony page, just like in the girls' mags. "No bullshit, just the facts" proclaims the agony page. "Don't worry Ben, it won't drop off and you won't go blind," begins the reply to one obvious question.
Others are about testicular cancer, divorce, ecstacy and what to do if your girlfriend misses a contraceptive pill.
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