There are more 'posh' men in the UK than ever before, yet the number of men reading upmarket men's magazines has been in decline over the last 5 years. This suggests that traditional aspirational magazine titles have not been appealing to up-market men as they once did - their potential market was growing but their collective reach was dwindling - a serious matter for premium brands managers.

Bauer Insight took a look into this crucial market to see what trends are emerging. Please check out the Insight section on emapadvertising.com for the Alpha Woman videos and full details of the findings.

We identified that there is a new Alpha Man in existence. These men hail from a diversity of backgrounds and many of them would never consider themselves to be 'posh'. This new affluent guy is not for joining the old 'club' - its values seem alien and its trappings faintly ridiculous. The Alpha Man is a high achiever who aspires to a new culture of affluence that has more in common with Clerkenwell than it does with Kensington.

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i)The Black Collar Worker - tends to work in creative industries: new media, design. He is ambitious, successful and cosmopolitian; immensely style conscious and individual. Sees himself as a discoverer of brands, not a follower. ii)The Corporate Creative - tends to work in more traditional service based industries: banking, accountancy, law. He doesn't conform to the stereotypes associated with people who work in these industries. Part of the new corporate establishment. Keen to purchase expensive items as a reward for their success.