Maxim opts for Naked to revitalise flagging sales

LONDON - The flagging sales of lads magazine Maxim are to be given a boost with Dennis Publishing's appointment of Naked to handle media planning and buying for the title.

According to reports, Dennis is also looking for a creative agency to work on an advertising campaign for the men's title. While Maxim has gone from strength to strength in overseas markets and is the number one men's magazine in the US, sales in the UK have been declining.

Last year, its circulation fell 11.4% to 270,159, according to the Audit Bureau of Circulation, and the title lags behind FHM and Loaded.

The move follows Dennis Publishing's decision to bring public relations in-house, ending a three-year relationship with the agency Talk Loud PR.

Maxim's mix of glamour girl photoshoots, celebrity features and cod-gonzo journalism has been transferred to markets including Russia, France, Korea and Poland.

Felix Dennis, the flamboyant founder of Dennis Publishing, has pledged to plough profits from the overseas business back into the UK.

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