Drum magazine was first published in March 1951. Like other magazines, it both reflected and shaped the society from which its audience emerged. During 1951, its audience, mainly urban black readers, was able to push the publication away from its original rural focus towards an urban emphasis. Town living, however, meant different things to different people. Thus, while readers were successful in shifting the focus of the magazine, they were less successful in influencing the way the publication presented urban life. This paper explores the struggle between readers, journalists and editors over the Miss Africa beauty contest announced at the beginning of 1952. Although the magazine reluctantly admitted men to the contest, it discriminated against male entrants in a variety of ways over the course of the year, and subsequent competitions barred male contestants entirely. Despite opposition from male readers who wished to be considered beautiful, the men of Drum were largely successful in asserting their own deeply gendered cultural vision of urban life.