Maxim to tap into Indian men's magazine market

LONDON - Maxim is to become the first international men's lifestyle magazine to launch in India when it starts publishing under licence to Media Transasia in November.

It will be the 30th international edition of the Dennis Publishing title, which was launched in the UK 10 years ago. Its global copy sales are now more than 4m copies a month.

Richard Bean, Maxim's international licensing director, said: "India is an outstanding opportunity for Maxim. Everyone is aware of the size of the market but the vitality and hunger is difficult to comprehend unless one has spent time there.

"There is also a dearth of true men's lifestyle magazines and I am delighted that Maxim will be the first title to offer readers and advertisers a compelling monthly read."

Media Transasia publishes a range of 20 general interest and specialist magazines in nine languages. It was founded in 1977 and is headquartered in Bangkok, Thailand, with offices in Hong Kong and India.

Rasina Uberoi, vice-president of Media Transasia, said: "This is a great coup for Media Transasia. Indian men are screaming out for a magazine such as Maxim and we are thrilled that we will be the first publisher to satisfy the enormous demand in the market."

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