Maxim to join ailing men’s mag category

International men’s magazine Maxim is to launch as a monthly publication in Australia and New Zealand, moving into the space left by the closure of men’s print titles Alpha and Ralph.

Michael Downs, publisher and owner of Nuclear Media, told Mumbrella that other publishers had failed in the men’s segment because they were “out of touch” with what men want, and how it is delivered.

“Yes, it’s a hard segment to get a hold of. But others haven’t developed in new areas of technology and media,” he said.

Launching a magazine that is “portable” in size, and across platforms, with a website, mobile site, iPad app, events calendar and social media presence, would give the Maxim an edge over its rivals, Downs said. Maxim will be 275mm by 210mm, the same dimensions as Men’s Health, and will target 18-34 year-old men with a “cheeky, irreverent tone” and a formula that has, to date, always seen a scantily clad woman on the cover in other markets.

“I’m not sure we will grow the men’s magazine category overall, but we can certainly fill the gap left by the closure of Ralph,” said Downs, who has hired as editor-in-chief Santi Pintado, the last editor of Ralph.

He added that the response from advertisers to the launch had been “100% positive.”

The magazine will be staffed by three sales personnel, two in Sydney and one in Melbourne, and around eight editorial. It will mix locally sourced content with material from the US edition.

“We’ll rely heavily on contributors. To make it work, we’ve got to do things cost effectively, as we have with our other titles,” said Downs. Nuclear also publishes kids’ magazine Krash and Post Modern Ink, a magazine for tattoo lovers.

“Significant spend” would go into promoting the magazine, he added, but a creative agency would not be used for the launch, which is two months away.

Ralph closed last June averaging sales of 63,155 copies. Most-read men’s magazine Zoo Weekly saw a 10% drop in readers in the ABCs last week, dipping below the 100,000 mark.


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