Maxim Launches Little Black Book With Club 18-30
Dennis Publishing’s flagship men’s lifestyle magazine Maxim has secured an innovative deal with Club 18-30 to provide readers with a unique dating opportunity and the chance to win a free holiday to Mexico.
The promotion sees Club 18-30 sponsor Maxim‘s Little Black Book in the first ever deal between a holiday company and magazine publisher. Readers of Maxim‘s November issue will be offered a date with a selection of 101 ‘girls next door’, as well as the chance to win a holiday with the girl to Cancun in Mexico.
Commenting on the initiative, Marc Jones, promotions manager at Club 18-30, said: “This is a unique opportunity for Club 18-30 and we are delighted to be working with Maxim who, like us, understand that our customers are all individuals that want value for money, lots of fun and the chance to meet like minded people.”
Jessica Kopiski, promotions director at Dennis Publishing, added: “The synergy between Club 18-30’s new direction and Maxim made this sponsorship deal a perfect partnership. Club 18-30 has evolved, they are listening to their guests, providing tailored excursions from Scuba Diving to Golf – in the same way Maxim knows that everyone is different.”
Maxim has had a rough ride over recent years with circulation declining significantly since the height of the ‘lads mag’ boom in the late nineties. The latest ABC results for the six months to June 2003 reveal a 9.6% year on year decline for the magazine, which now circulates at around the 227,000 mark.
The multi-million launch of weekly rivals Nuts and Zoo earlier this year has had a negative impact on some of the more established men’s monthly magazines. IPC’s Loaded appears to be bearing the brunt of reader cannibalisation with circulation declining by 10.2% year on year to 235,140. FHM has also been dealt a blow by the weekly upstarts with sales dipping by 4.5% to below the crucial 600,000 mark (see ABC Results Jan-Jun 2004: Men’s Weeklies Make Their Mark).
German magazine publisher H Bauer also recently launched a men’s weekly called Cut with the backing of an extensive advertising campaign and Richard Desmond’s Express Newspapers is understood to be planning to unveil a new title provisionally called KO! sometime later this year (see Desmond To Knock Out Competition In Men’s Weekly Market).
Dennis Publishing: 020 7907 6000 www.dennis.co.uk
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