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Published on .

HAMBURG -- Axel Springer Publishing house is talking to Hamburg agencies about the launch campaign for a German edition of Maxim, the monthly magazine for men it has licensed from London-based Dennis Publishing Co.

Agencies invited to pitch for the "lads" magazine are believed to include Axel Springer roster shops such as KM Wolf, Springer & Jacoby and Jung von Matt.

Maxim will hit newsstands in Germany on May 23, retailing at $3. The magazine is aiming for an initial circulation of 150,000 and hopes to repeat its success in other European markets and in the U.S., where up to 2 million copies are sold each month.

In Germany, Maxim will be competing against GQ (circulation: 132,896), Men's Health (268,469), Playboy (242,106) and FHM (233,000).

Copyright April 2001, Crain Communications Inc.

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