Maxim Redesigned For Core Readership

Dennis Publishing is revamping its men’s lifestyle magazine Maxim to bring it back in line with its core readership.

The title, which reported a 15.8% year on year drop in circulation in the ABC results for the six months ending December 2001, is undergoing a redesign to strengthen its appeal to men in their late twenties. The new “cleaner, sharper” look is intended to distance the title from its lad’s mag competitors and bring it in line with its editorial.

New additions to the magazine include a style section and a regular obituaries feature called Death, which “celebrates the humour to be found in the graveyards of the nation.” The magazine’s editor-in-chief, Tom Loxley, has also recruited staff GQ and Arena to work on the new look title.

Loxley said: “There are changes afoot in men’s magazines as publishers realise we can’t be all things to all men. Consequently magazines are reverting to type. Maxim began life as a magazine for the older reader and in the past two years we have been gradually returning to that standpoint.”

Maxim‘s position in the men’s magazine market has improved significantly since its launch in 1995. However, the sector is in decline and Maxim has seen circulation fall over the last year (see below).

According to the latest ABC results, FHM and Loaded appear to be bearing the brunt of the downturn, with circulation dropping by 20.4% and 12.1% respectively. However, the majority of titles have seen circulation decline, prompting David Davies, editor FHM, to admit that the lad’s mag phenomenon is over (see Lad’s Mag Phenomenon Is Over).

Dennis Publishing: 020 7907 6000 www.dennis.co.uk

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