HX Media continues to – um – evolve…

Yesterday we informed you that HX Media-owned In Newsweekly will take a new direction with new staffers. Today we hear – or read – that HX honcho Matthew Bank has appointed Genre EIC Neal Boulton as HX magazine’s “editorial consultant”. Apparently the weekly fag rag hasn’t been doing so hot compared to competitor Next, which soared under recently departed editor Justin Ocean.

HX Media hired Boulton last year to revamp the ailing Genre. Though he thought his new direction cutting edge, we found it to be a bit too vapid – but that’s hardly a surprise. The magazine has found itself scandalized since Boulton began – not only did people, including this website, question the monthly’s unsavory relationship with GLAAD, but Boulton deceived his readers by setting up straight men to play a gay couple.

Anyway, now that you have some back story, here’s the official press release:

How do you make New York’s top local gay magazine sizzle even more? Bring in one of the superstars of gay publishing!

That’s what HX Publications has done. HX Media CEO Matthew Bank announced the re-launch of his print and online HX Publications today with a full redesign and new editorial direction helped by Genre Editor-in-Chief and magazine makeover man Neal Boulton, who the New York Times quoted as saying, “I am on the planet to sell magazines.” In addition, Boulton will be retained by HX Media as an Editorial Consultant. ”

Neal Boulton is a leading fixture in magazine publishing. He joined Genre magazine this past summer having spent three years as Editor-in-Chief of Men’s Fitness and making it one of the most successful publications in its category. He also served as Corporate Development Editor of Shape and Natural Health, also under the Weider Publications banner, putting a mark of success on all the publications he has worked with.

“We are extremely excited for Neal’s input,” said Bank. “He will certainly bring a renewed vitality to our publications and provide the design and spin our readers will love.”

When explaining his vision for the re-launch, Boulton said, “Just as the internet will never replace the tactile experience of print, meeting through the internet will never replace the primal nature of going out, having fun, and meeting new people. The new HX will build on it’s heritage of intensifying that experience by not only providing the best listings in town, but a new website with tools that can help you plan what you do, and the way to have the best time of your life every time you step out of your front door.”

We can’t imagine an existence based solely around HX – or any fag rag – and their recommendations. Oh, wait, yes we can: it’s hell!

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