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The new, hip and irreverent men's magazine Maxim plans to team up with Web music licenser superSonic Boom to create custom CDs online that advertisers can brand.

Each month beginning in March, Dennis Publishing's Maxim, and an advertiser will offer a themed CD, such as jazz or classic rock, on the Maxim site ( The songs are choices from superSonic Boom's list of 50,000 licensed songs. Consumers then will choose 12 different songs from the genre that will be put together on a single CD for $12.99, plus shipping and handling. The advertiser will get to brand the packaging.


So far, no advertisers have been signed, but Maxim Publisher Lance Ford said two or three will be announced this week. Liquor and auto marketers are two targeted categories.

Maxim will also promote the CDs through print advertisements in the magazine.

Maxim's first issue came out in May; its Web site was launched in June.

"So many people today buy a CD and take it home to find out there's only one good song on the whole CD," Mr. Ford said. "A lot of bands cannot hold a whole CD. This way, people can pick exactly what they want. And the advertiser can own it."


Mr. Ford said initial advertiser response has been good because companies are looking for value-added promotions -- especially on the Internet -- to link to other advertising.

SuperSonic Boom has been selling custom CDs from its Web site ( since January for $13.99 a CD, but it recently settled contract negotiations with a number of record companies and was able to add more songs to its list.

The marketer licenses the right to use songs from record companies, which include Lightyear Entertainment, Rounder Records and TKO Records, and in turn, pays the record company and artist royalties.

The deal between Maxim and superSonic Boom is structured as a revenue share on each CD sold on the Maxim site.

SuperSonic Boom, which attracts 1,000 unique visitors a day to its site, hopes to begin selling about 10,000 CDs a month, possibly by the end of this month, said Julie MacKinnon, chief operations officer.

SuperSonic Boom will put its technology on the Maxim Web site so users can

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