'Maxim' Girls in the Palm of Your Hand

Monthly Launches Web Site for Mobile

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NEW YORK (AdAge.com) -- One-handed reading got a little easier this morning, thanks to Maxim, which switched on its new website tailored for cellphones and other mobile devices.
'Today's Girl' is one of several features visitors can find on the new mobile Maxim site sponsored by Burger King.
'Today's Girl' is one of several features visitors can find on the new mobile Maxim site sponsored by Burger King.

'Found Porn'
Previously, phones with browsers could always visit the normal Maxim.com and try to fight through all the graphics, text, links, ads and the rest, but the mobile site now live at http://mobile.maxim.com offers a streamlined experience that gets right to the good stuff.

Beneath a banner ad for launch sponsor Burger King, visitors today will find a photo of a woman -- well, primarily a photo of her legs -- and options including "Today's Girl," "Joke of the Day," "Steamy Video," "Sexy Advice," "Sports Stuff," "More Girls," "Found Porn" and "Sweepstakes."

Revenue source
Maxim has sold content such as wallpaper, ringtones and games to mobile phones for a few years, but the march of consumer technology made the new mobile site worth it, said Todd Anderman, president of the Dennis Digital division of Maxim parent Dennis Publishing. "It was a natural that we should start extending this as people upgraded their handsets above and beyond just a phone," he said.

It isn't clear how much revenue Maxim's mobile site will bring in, but executives said they expect it to become significant. The digital opportunities, moreover, could help sell broader programs to advertisers seeking a 360-degree solution. "Being way out in front with this technology and these initiatives is helping us put a lot of pages in the print product," said Robert F. Gregory, group publisher, Maxim.

The mobile site is arriving just before the December issue of Maxim in print, which is the title's second "mobile issue," meaning many pages are marked with a "Maxim Mobile" bug urging people to text this or that to the magazine for contests, voting and of course the chance to buy photos of women. The mobile theme helped bring in Nextel as a first-time Maxim advertiser, Mr. Gregory said.
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