Stallone magazine hits stands

For a while there, it seemed like the trend toward celebrities starting magazines named after themselves had petered out, but now we’re in luck: Sylvester Stallone, star of the “Rocky” and “Rambo” movies, has published the premiere issue of Sly, and it’s just as wonderfully awful as you’d expect.

The premise of Sly is that Stallone, the mag’s 58-year-old “editorial director,” will teach men how to “stay in the game past 40.” To that end, it includes generic advice on diet, clothing, travel, cigars, wine, beer, HDTVs and, of course, sex.

Stallone’s contributions to the first issue are, um, modest.

Under the title “Women We Love,” he wrote a tiny, poetic essay on Kim Basinger: “She lets you into her life a molecule at a time.” He recorded a brief conversation with James Caan in which Caan tries to lure him into appearing on a TV show.

There’s also an excerpt from “Sly Moves,” Stallone’s forthcoming fitness book. And a story about “The Contender,” the NBC boxing-related reality show that Stallone co-hosts, which premieres Monday on NBC.

Plus, an excerpt of the script of the forthcoming “Rocky VI” – which just might be almost as much of a cinematic masterpiece as “Rocky V.”