Media on trial - Max Power

Magazine: Max Power

Publisher: Emap

What is it with Emap's motoring titles? Last year saw the relaunch of Car magazine in a new square format, only to be changed again just a few months later to a more standard magazine size.

Now it's at it again with Max Power - you know, the magazine that no car manufacturers advertise in because it's just too saucy.

Emap has decided to make it more palatable by getting rid of all the girls and concentrating on the cars. These changes may also have something to do with the fact that Max Power has lost 40% of its circulation since last year.

When Max Power was successful, it was because it was the right product at the right time. There was a whole scene of modifying and racing cars on the street, which seemed to be de rigueur for any self-respecting hoodie/car thief. Combine that with the impact of getting your fix of scantily clad girls from magazines like Nuts and Zoo, and now Monkey, on a weekly basis, and I can see why things have had to change.

I'm into my cars and I will read just about any magazine on the subject. However, Max Power never really did it for me. I'm not sure why, but I never felt that it indulged me.

I'm glad to see that although it is starting to take itself a little more seriously, it's still a magazine for modifiers. I can't get my head around someone wanting to spend £60,000 on a car that's worth £15,000 when it's finished, but at least I want to read about it.

I still don't think that it will get back to the days when its circulation was more than 200,000. However, it will continue to get loads of specialist advertising and I think it will attract back some of its lost audience.

- Paul Thomas, managing partner for press, MindShare UK.