It was Benjamin Franklin who said the only thing certain in this world is tits and beer but apparently, he got it all wrong. Apparently men, or at least the men who buy magazines specifically designed to make them feel more manly, are eschewing tits, sex, beer, sports, butts, bands, bongs, and boobs in favor of "groovy sunglasses, titanium mobile phones and flat-screen television." At least in Britain where traditional "lad mags" like Arena, FHM and Loaded are down between 23 and 35%.