Maxim gets ’polished’ new look

LONDON - Maxim has been redesigned to appeal to more affluent readers and win new advertising business.

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

’environmentally friendly’.

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.


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