Maxim has been redesigned to appeal to more affluent readers and
win new advertising business.
Dennis is describing the new look as more sophisticated and
It addresses the concerns of upmarket clients that Maxim was too brash
for their premium brands.
Scantily clad women will remain but will be captured in more stylish
poses with more subtle colours and using the best photographers.
Fashion gets its own section and a design makeover. This recognises the
increasing importance of fashion advertising, which now accounts for 30
per cent of the magazine’s ad volume.
Fashion features will have a twist. A golf-wear feature in the August
issue was shot in Jamaica using Rastafarian models. Another features
sultry women modelling bikinis in a tropical setting.
Since her appointment as head of fashion advertising at the end of last
year, Evey Dunbavin-Hands has won significant new business. Clients
include Burberry, Tommy Hilfiger fashion, Perry Ellis and Energie, and
the category has been targeted for further growth.
Advertisement director Seth Hawthorne said: ’The new, polished look
should suit the more sensitive palates of media planners and benefit the
sales team. We can’t wait to show it off to agencies.’
Hawthorne also said he was keen to generate more dotcom advertising
around the title’s Click This web guide.
Deputy editor Michael Hodges said Maxim had suffered from an image
problem that under-sold its strengths, such as good writing.
’We had an Aston Martin engine in a Ford Fiesta body and we needed to
change the body and make it more modern,’ said Hodges.