Way back in 1990 appeared a magazine called Egg. It was launched as "the source of all life" by Malcolm Forbes and Hal Rubenstein. Egg, however, didn't hatch to its expectations and folded in 1991.

In 1998, P.O.V. magazine decides to revive the cracked Egg. Why? In the introductory letter of the first issue, Drew Massey, president of B.Y.O.B./Freedom Ventures (the publisher of P.O.V.), says that Egg was chosen because of its rich nightlife history. According to Massey, the original Egg made a big splash in its brief but beloved existence. Massey says this is Egg for a new era. This time around it would indeed be the single source of all night life.

Egg is a supplement to P.O.V., and it gives the reader an overview of the nightlife scene in the nation's bigger cities. Massey says that the magazine is the Bible of nightlife for guys that don't have time to search through guidebooks and websites to find out what to do.

Not only does Egg let the reader know which are the coolest clubs and restaurants, but also what's the coolest garb in which to show up as well. Egg also helps in selecting the right drink once you arrive.

Egg's advertising reflects this. There are numerous ads for clothes, sunglasses and other hot accessories. Bacardi hopes to boost its sales in clubs with its many ads, and every variety of Camel is advertised to appeal to every kind of smoker.

And speaking of smokers, Egg interviews five cigarette girls. Yes, cigarette girls. The cocktail culture is indeed back.

Egg's charter advertisers received a unique hand-delivered and numbered ostrich egg as a thank you from Massey. P.O.V. lets readers know what goes on in the weekday, suit-and-tie world. Egg is for after-hours and kicking back.