±±¾©Èü³µpk10

Maxim: reverting to type

A "cleaner, sharper" Maxim was unveiled this week, as the men's magazine shifts its focus back to its core reader.

The title from Dennis Publishing, which recorded a 16%
year-on-year circulation drop in the latest Audit Bureau of Circulation results, has undergone a re-design to lure back males in their late twenties.

Maxim editor-in-chief Tom Loxley said: "The design of the magazine was lagging behind editorial and these changes are bringing it up to speed."

New additions include a beefed-up style section and an obituaries column called Death.

Loxley commented: "There are changes afoot in men's
magazines, as publishers realize 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 proposition."

The changes take place from the July edition of the title, due out next week.