- Details, Conde Nast's ailing US style magazine, has axed its editor and raided Dennis Publishing's highly successful Maxim for a replacement.
The hiring of Maxim's editor in chief, Mark Golin, comes only a couple of weeks after Maxim was officially announced as one of the biggest selling men's style magazines in the US.
Maxim achieved a guaranteed audited rate base of 950,000 for the second half of 1998. This represents a boost of 500,000 copies, or 111%, over the second-half of 1997, when the figure was 450,000. Only Rodale Press' Men's Health has reported higher sales, with 1,140,000 for the first half of 1998.
Golin replaces Michael Caruso who has been with Details since May 1997. Details was the model for Wagadon's failed Deluxe magazine in the UK.
The move represents a return to the fold for Golin who was previously deputy editor of Cosmopolitan before departing for Maxim just over a year ago.
Details circulation is half of that Maxim's and recently it has been aping the more successful Brit-upstart with similar covers of scantily dressed female celebrities. However, Golin may have to wait three months before he starts if Dennis holds him to his contract.
Details' circulation fell by 1.7 percent to 476,290 for the first half of 1998 and newsstands were down 7.9 percent to 157,815, according to the Audit Bureau of Circulations.
Felix Dennis, chairman of Dennis Publishing, said: "We wish Mark Golin well. He has been integral in Maxim changing the face of men's lifestyle magazines in America. If he's amenable to accepting the massive quantity of money Condé Nast is thrusting into his unwilling arms, then at least he will be able to buy me a drink in the pub next week."