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Dennis Publishing's Maxim is to respond to a brutal set of ABC

results for the men's magazine market with a redesign of the title this

spring.

The magazine, which suffered a year-on-year circulation drop of 15 per

cent in last week's figures, will introduce a redesign and replace

several features and sections as it tries to reposition itself with men

in their 20s and early 30s.

"We've got an exciting new look that has been in development for about

four months," Maxim's editor-in-chief, Tom Loxley, said. "We hope that

the design will lead people to concentrate on the written work rather

than the visual element. The magazine got kind of seduced by the numbers

game in the mid-90s but it's more important to stay loyal to your core

reader as he grows older with you."

- ABC analysis, p9.