Commentary

Maxim's Juicy News

The Internet, Wi-Fi, satellite radio-for one of the world's most successful brands, that stuff is all so old hat: Steak, it turns out, is what brings sizzle to Dennis Publishing.

Dennis's flagship publication, Maxim, announced late last year that it is developing a new concept of the traditional steakhouse, "Maxim Prime." Dennis will work with restaurateur Jeffrey Chodorow of China Grill Management to oversee the project. The first location will open in spring 2007, with 15 slated to debut over the next five years.

The waitresses, reportedly, will be fully dressed.

Maxim is also rolling the dice with plans to open a casino and hotel on the Las Vegas strip.

Marketers point out that men's brands like Playboy, Penthouse and others have had mixed results with mainstream retail businesses such as the Playboy Club.

"I'm curious how [Maxim] will avoid the pitfalls of past failures," says Courtney Buechert, president of Eleven Inc., an advertising and marketing firm. "It sounds like a vanity project rather than a strategic expansion into a new medium.

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