DENNIS EYES MORE MOVES IN MEN'S MAGAZINE FIELD: 'MAXIM' TO HIKE ITS FREQUENCY, GET 2 SIBLINGS

By Published on .

Dennis Publishing, the North American arm of Felix Dennis' U.K. publishing company, is stepping up the frequency of its cheeky men's title Maxim and planning the introduction of two additional men's magazines.

Maxim's frequency will increase from every other monthly to 10 times yearly in 1998. The start-up will also establish an Audit Bureau of Circulations-audited rate base of 275,000 as of Jan. 1.

998, '99 INTROS

The focus of the two planned launches hasn't been disclosed, but Dennis Publishing said the first will be introduced in the first half of 1998 and the second in '99.

"Believe me, it is not a question of if we will do these titles; it's a question of when. We see a void in the current men's market and we believe we can fill it," said President Stephen Colvin.

Maxim's female editor in chief, Clare McHugh, has stocked the first three issues with just what the cover line promises: sex, sports, beer, gadgets, clothes and fitness. For the September/October issue, MTV's "Singled Out" host, Carmen Electra, is on the cover.

"I think it's got a tough road ahead of itself. I'm not sure if it's going to become a must-read for men," said a New York-based media buyer who did not want to be identified. "It's got a lot of fun stuff in it, but I'm not sure guys are going to pick it up every month."

FROM VODKA TO VISA

Advertisers breaking in the third issue include Stolichnaya fruit-flavor vodkas, Skyy vodka, The Gap, Izod apparel, AT&T Corp., Visa, Avatar by Coty and Giorgio Armani fragrances.

Through 1997, Maxim is charging $15,000 for a color page and $10,500 for b&w. For the first half of 1998, the rates will be $18,750 for color and $13,125 for b&w.

Dennis Publishing is also behind the CD-ROM magazine Blender, which recently

In this article:
Most Popular