Media agency drops Maxim

Media agency Carat has stopped all advertising in Maxim after Dennis Publishing’s men’s monthly suffered a year-on-year circulation decline of almost 60 per cent, reports Marketing magazine.

Maxim’s sales dropped to 43,542 for the first half of 2008.

Dennis said at the time of the ABC release that the more upmarket redesign last year was a ‘change in the core brand value to reduce the levels of glamour content’and claimed it had improved the environment for advertisers and had attracted new partners.

Simon Clark, publishing director, said: ‘We are now investing more in editorial – from paper stock to staff.’

Dennis is under contract to continue publishing Maxim for five years after it sold it’ American arm to US private equity group Quadrangle last year.

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