Men's Mags: 'M' Relaunches While 'Maxim' Cuts Rate Base
News from the world of men's magazines: First, the happier report comes from Conde Nast, which is relaunching M magazine Monday in a quarterly version that appears to differ markedly from
its previous incarnation, killed off 20 years ago. Its target is “the affluent trailblazers who want to look under the hood,” Editorial Director Peter Kaplan tells the New York
Post's Keith Kelly. “It’s not a laddie magazine or a mass magazine. Every piece combines fashion and news."
On the not-so-good news front, Maxim magazine, "the lone survivor of Alpha Media’s laddie mag boom-and-bust (Stuff and Blender folded in 2007 and 2009, respectively), is shrinking its rate base, continuing a trend among big-circulation magazines like Playboy, Reader's Digest and Newsweek," writes Emma Bazilian.