Another year, another missed opportunity for People magazine to name Ryan Gosling as the Sexiest Man Alive. Fans of the 34-year-old actor have petitioned the publication in the past for awarding the title to other Hollywood hunks, but a new report claims it might not be their fault.

According to The Wrap, People has reached out to Gosling on several different occasions but the actor has no interest in being crowned the Sexiest Man Alive.

"They tried a few times, especially during his huge year in 2011," a source said. "Multiple efforts were consistently squashed by the actor's team."

So why does Gosling keep passing on the opportunity? The source claims that "The Notebook" star is way "too serious for it, too artsy."

On Wednesday, People announced that hunk Chris Hemsworth was awarded the title. The magazine editorial director told The Wrap that Gosling was never approached to be the 2014 Sexiest Man Alive, but they are looking forward to the day he is crowned.

"This was not his year. Our 2014 honoree Chris Hemsworth was our first and only choice. If you want to know why, just look at him. I mean, seriously," the editorial director said.

For People's cover story, the "Thor" actor said he thought it was "pretty funny" he was awarded the title. (His wife of four years, Elsa Pataky, also thought it was rather funny).

"I think you've bought me a couple weeks of bragging rights around the house," he said. "I can just say to her, 'Now remember, this is what the people think, so I don't need to do the dishes anymore, I don't need to change nappies. I'm above that. I've made it now.'"