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
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