Former Loaded editor to succeed Gutfeld at Maxim

LONDON – Nuts deputy editor Derek Harbinson has been appointed as the new editor of Maxim, succeeding the American Greg Gutfeld who left in March after learning that his two-year contract would not be renewed.

Former Loaded editor Harbinson is set to join Dennis Publishing in August, taking over from Eoin McSorley, who has filled in as acting editor.

Harbinson said: "It's going to be fun meeting the challenges of this role head on."

He will have to face Maxim's nosediving circulation and the pressure men's monthlies are under from Nuts and Emap's Zoo.

In the first half of this year Maxim's circulation dropped to 185,908, 18.2% down on the 227,377 copies sold during the second half of 2005. It was embarrassingly forced to reduce its ABC figure because of delays to the delivery of 4,530 free copies.

Harbinson has been brought in by Bruce Sandell, the former Maxim publisher who stepped up to become managing director of Dennis's consumer division in March.

"Derek has the vision to drive copy sales and make sure the magazine outperforms the market," Sandell said.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published