Dennis continues Maxim expansion with Singapore debut

LONDON - Dennis Publishing has chosen Singapore as the next market in which to launch Maxim, as the battle for male readers hots up in the Asian market.

It will be the 24th edition of the title when it launches in the third quarter of the year. Dennis said it would have an initial circulation in Singapore of 45,000, adding to the 4m copies it sells a month in 35 countries.

Dennis has licensed Maxim to SPH Magazines, which owns other titles including Her World, Shape and Young Parents.

David Tay, managing director of SPH Magazines, said: "Singapore is a great and expanding magazine market, where the men's magazine segment has been relatively neglected. With the changing habits, lifestyle and internationalisation of the average male Singaporean, it's an opportune time for such a magazine here, especially since the name Maxim is already on everybody's lips."

The title has just launched in China but was pipped to the post as the first western men's magazine in the country by rival FHM. It remains to be seen whether some of Maxim's racier content, such as World O' Sex and Maxim Girls, makes it past Singaporean censors.

It will be following in the footsteps of Emap's FHM, which is already established in the country.

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