Australians in the 1990s were the world’s largest per capita consumers of magazines.3 For men like Timothy Benzies, gay life-style magazines provided more than a tantalising glimpse into an unfamiliar identity and culture. They served as a guide to a foreign and exciting world of politics, sex, and belonging, showing newcomers “how to try out” their new self and alerting existing community members to the latest gay trends and issues. For debutants and seasoned readers alike, the purchase of life-style magazines was a consumptive act of identity. Reading the editorial and content, buying and using advertised goods and services, and placing and answering classifieds, were all self-affirming rituals used to construct and maintain a sense of self within the larger cultural world. This chapter examines the production and reproduction of gay male identity in Australia during the 1990s by using a detailed content analysis of OutRage magazine, a major national publication in the period under review. Like other life-style magazines, it provides a rich source of evidence about gay consumption in the modern west, allowing us to assess the influence of activism in a decriminalised world, the carnality of gay life, and the influence of advertising and body image on identity.4 Analysing the content, advertising and classifieds in OutRage, this chapter argues that consumerism increasingly replaced traditional forms of activism in gay life, encouraging practices that privileged muscularity, grooming and beauty.