Despite a spate of quite disappointing circulation news for the young-men's magazines so far in 2006--one, Cargo, even folded--executives at Maxim and FHM, two leading
titles in the category, tell Media Life that they are neither on life-support nor even in trouble. Rob Gregory, group publisher of Maxim: "Maxim is based on the
universal truths that define guys as guys. We deliver a mix of entertainment and service journalism, with humor and attitude, that in the end will make you a better man. These ideas are timeless; they
will exist as long as our species walks the planet. They define the natural habitat of men. The magazine's total audience is still growing (it is now over 13 million). The appetite for
Maxim-branded media and Maxim-labeled products is expanding extremely fast. Our content exists across five different media platforms; we have a huge licensed business; and we are
expanding rapidly into bricks and mortar businesses." Dana Fields, executive publisher of FHM: "FHM is enjoying continued success. Don’t confuse the ad page
declines and tremendous newsstand losses that Maxim magazine has suffered as a 'trend' in the category. With each month, FHM continues to increase market share by comparison to our
competitors."
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