Maxim’s bi-annual spin-off Maxim Fashion is to be incorporated into the main title and will no longer be sold as a standalone.
Maxim Fashion will appear as part of the October 2004 and April 2005 issues of Maxim and have its own full colour fashion spreads and a separate cover on the flip side of Maxim.
Bruce Sandell, group publishing director of Maxim, said the move would increase Maxim’s advertising potential and allow it to reach a wider audience.
Maxim has an ABC of 243,341 but Maxim Fashion has not been audited.
“None of the fashion bi-annual magazines sell huge numbers and we felt it was better for advertisers to have the magazine distributed with the main mag,” Sandell said.
Maxim Fashion launched in 2001. It was recently edited by Maxim’s former editor Tom Loxley, who quit in March and is working on a consultancy basis on IPC’s weekly Nuts. It was designed by Ash Gibson, who has just moved across to Jack. The rest of the team were freelances – some of whom Sandell said will be retained on the main title.
The move coincides with the appointment of Maxim’s new editor Greg Gutfeld, former editor of Stuff magazine in the US.