Maxim Aims To Boost Circulation With Above-The-Line Push
Dennis Publishing’s flagship men’s lifestyle title Maxim has launched its first ever above-the-line marketing campaign in an attempt to increase circulation.
The two-week campaign, which begins later this month, will incorporate a range of outdoor advertising as well as ambient, radio and viral email activity.
The attention-grabbing creatives will feature a series of embarrassing scenarios that young men get themselves into following drunken nights out. The campaign’s strapline will advise consumers to “Grow up … a bit” and read Maxim.
Commenting on the initiative, Sarah Thorne, group marketing director for the consumer marketing division at Dennis Publishing, said: “The key objective for the campaign is to move Maxim away from the traditional territory of lad’s mags, but in an entertaining striking and clear way.”
She continues: “We wanted to speak in a language that blokes understand and chose this route because it is reflective of the differences between Maxim and the lad’s mags. We are saying that it’s ok if you used to do this and can laugh at it in retrospect, so can we. But if you feel you’ve passed that stage and are looking for something that is still fun, without the embarrassment factor – its time to read Maxim.”
The latest ABC results for the period ending December 2002 show that Maxim‘s circulation declined by 9.6% year on year to 250,119, despite a revamp late last year designed to bring it back in line with its core readership. Other men’s magazines, such as GQ and Esquire, have also attempted to distance themselves from the downmarket reputation acquired by some lad’s mags (see GQ Adds Weight To Editorial With New Additions).
Analysis of the circulation of the top five men’s lifestyle titles between 1997 and 2002 reveals a turbulent time for the sector. FHM has maintained its position as market leader, with its continued faithfulness to the traditional booze and boobs formula, helping circulation to remain above 600,000. However, despite a range of high-profile marketing activity (see FHM Goes Head To Head With Loaded), both FHM and its closest rival, Loaded, have seen circulation decline significantly from glory days of the late nineties, when FHM was selling in excess of 700,000 and Loaded over 450,000.
In contrast to the fluctuating fortunes of its rivals, the circulation of Rodale Press’ Men’s Health has remained virtually static over the last five years at around the 220,000 mark, suggesting that the niche title has a firm grip on its corner of the market.
Dennis Publishing recently announced plans to produce a bumper special edition of Maxim this month to celebrate the 100th issue of the magazine (see Maxim Celebrates 100th Issue With Special Edition).
Dennis Publishing: 020 7907 6000 www.dennis.co.uk
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