Heavy.com Picks a 'Maxim' Kind of Guy

Ousted Editor Jellinek Lands at Video Site

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NEW YORK (AdAge.com) -- Jimmy Jellinek, who lost his job as editor of Maxim when the magazine's publisher was sold last August, has landed a consulting post at the video site Heavy.com, where the laddie treatment that Maxim made famous still reigns supreme.
Former 'Maxim' editor Jimmy Jellinek has landed at Heavy.com, a site with an ethos similar to the men's magazine.
Former 'Maxim' editor Jimmy Jellinek has landed at Heavy.com, a site with an ethos similar to the men's magazine.

It's actually a bit of a reunion for Mr. Jellinek. "I covered Woodstock '99 for them when I had neon orange hair," he told Advertising Age today.

This time he is serving as a creative and media consultant tasked with bridging Heavy's creative and ad sales operations, helping expand the brand and land bigger clients. "I'm excited and privileged to be part of the Heavy team," he said. "We're going to do big things in 2008."

Mr. Jellinek also said he and an agent at William Morris were close to securing a deal to develop three TV shows for a network. He declined to elaborate.

Mr. Jellinek was ousted from Maxim almost immediately after Quadrangle Capital Partners and Kent Brownridge took over the company then called Dennis Publishing. Mr. Brownridge used a party a few days after the sale to name James Kaminsky, who had been editor at Men's Journal, the new editorial director for Maxim.

Mr. Jellinek was brought back into the Heavy fold by Eric Hadley, who recently joined as chief marketing officer. Mr. Hadley had previously been general manager of global marketing at MSN.
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