Gear calls itself the new magazine for men. And being the brainchild of Guccione Media is an added bonus, considering they have some experience in that field.

But is there really anything new about Gear? It contains the same things as the other men's magazines out there: a gorgeous woman on the cover, reviews of expensive toys, fashion and, of course, sex.

The premiere issue of Gear had all these and more. The editors decided to add stories about politics, both having to do with the Bush family. One is about George W. Bush, the former president's son; the other is about Iraq, the former president's nemesis.

Bob Guccione, Jr., Gear's publisher, and his staff also decided to include an article on the inventor of the modern men's magazine, Hugh Hefner. The candid interview, by Guccione himself, crosses what were once enemy lines and reveals as much about Guccione's father, Bob Guccione, as it does about Hefner.

Gear also didn't leave out what's become a fixture of men's magazines in this digital world: a section on video games reviews.

Gear is filled with the advertising you'd expect to find in a men's magazine. The liquor companies are all represented, as are the tobacco companies. There are ads for every type of clothing, from athletic wear to formal wear to underwear.

The television and recording industry would also like to get Gear's readers' business. VH-1, HBO and the USA Network all have ads for their programming in the first issue. It doesn't hurt that Peta Wilson, star of one of the USA Network's most successful shows is on the cover either.