Emap on Air’s Soutar quits to edit US Maxim

Dennis Publishing has lured Emap on Air’s creative director, Mike Soutar, across the Atlantic to become the editor-in-chief of the US edition of Maxim.

Dennis Publishing has lured Emap on Air’s creative director, Mike

Soutar, across the Atlantic to become the editor-in-chief of the US

edition of Maxim.



Soutar, who as editor turned Emap Metro’s men’s magazine, FHM, into a

runaway success, will replace Mark Golin, who is leaving Maxim to edit

Conde Nast’s Details.



Soutar has spent ten years at Emap, where he has worked across the

company’s TV, radio and publishing interests. In December last year, he

was moved from the role of managing director of Kiss to become creative

director across Emap’s radio network.



Soutar commented: ’Maxim’s the hottest book in New York and it’s a dream

job. When I left FHM, the only thing that I thought would bring me back

to publishing would be an editing job in America.’



To support Soutar, James Kaminsky and Stephen Perrine have been

appointed co-editors of the magazine.



Felix Dennis, chairman of Dennis Publishing, declared: ’If this team

doesn’t drive Maxim through two million paid copies in the US, I will

eat my shorts, in public, at any location chosen by our hapless

rivals.’



Maxim was launched in the US two years ago after its successful

introduction into the UK in 1995. In the six months to December, the

magazine registered an ABC circulation figure of 733,774, making it the

second biggest player in the market. Only Rodale Press’s Men’s Health

has reported higher sales.



This autumn, Soutar will have to contend with a new US rival - FHM. He

observed: ’It will be very exciting to be up against something that I

invented.’



International, p29.



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