The article presents a study that defined particular aspects of discourse in the men's lifestyle magazines, which might be described as contributing to masculine identity within the genre. Recently the magazine market has witnessed a colossally successful new genre: that of the men's lifestyle magazine, an obvious site of an emergent masculinity since it reflects very self-consciously upon issues of men's identity, the body, and discourse. The letters pages of the journal Loaded, demonstrate many qualities associated with traditional and researched notions of masculine language: swearing, insults, and display. The interactive nature of letters pages suggest that they serve an interpersonal function but the author argues further that the creative and competitive uses of language and insult also give it a poetic function and an affinity with traditions of flyting and Black American sounding. In addition, the magazine discourse can be viewed as art example of a sociolect, or even a form of male gossip serving to strengthen the bonds of masculine identity within the magazine genre.