However, with more content needed to support its email newsletter that 'goes out to 45,000-odd chaps', senior writer Pete Cashmore felt he'd better make sure the PR industry knows exactly what is required.
In a blanket email to PROs, Cashmore moved to once and for all quash rumours that the magazine is interested in 'mineral water, non-alcoholic beer, beauty products and online dating'.
He added: 'If something is "bloke", it goes in. If it's not "bloke", we can't feature it.'
That should give PROs a pretty good idea of where the mag is coming from.
We just hope he hasn't excluded too much. As Nuts admits on its website, 'nude skydiving cheerleaders just won't fill a whole mag' - so can we expect to see even more of ex-Baywatch babe Carmen Electra and English football?