However, Edwards also points out that lad culture men's magazines of the 21st century contain little that is actually new. Noting a study of the history of "Esquire", he observes that there is little substantially different between the new man "Arena" and "GQ" and the new lad "Loaded" et al. Both address assumed men's interests of cars, alcohol, sport, and women, and differ largely in that the latter have a more visual style. From this he infers that "the New Man and the New Lad are niches in the market more than anything else, often defined according to an array of lifestyle accessories", and concludes that the new lad image dominates the new man image simply because of its greater success at garnering advertising revenue for men's magazines.