Industry not convinced by Maxim

By By David Blight | 21 July 2011
 

Despite calling yesterday's launch of Maxim Australia "brave" and praising the use of Jennifer Hawkins as the cover girl, industry figures are not convinced it will succeed.

The men's magazine went on shelves yesterday via publisher Nuclear Media, with Australian model Jennifer Hawkins on the front cover.

Nuclear Media managing director Michael Downs told AdNews: "The magazine has a different proposition. It's a lot more fun than the other stuff out there in the men's magazine market. The advertiser interest has been great."

In contrast, industry figures have been less positive. Fusion strategy managing director Steve Allen told AdNews: "With Jennifer Hawkins on the cover, that's about the best they're going to get, so I applaud them for that. They couldn't have asked for a better pin-up.

"But I cannot see it gaining critical mass. Look at News Mags, ACP and Fairfax, all of them had a men's offering which has failed. The launch of Maxim does not add anything new to the category, so it is much of the same and I struggle to see it gaining much interest. It has a pretty good run of launch advertisers, but they are all taking a risk."

Ikon Communications agency director Brett Dawson said: "I think it's a brave move, when you consider Zoo is falling back and the closure of Alpha and Ralph

"But Jennifer Hawkins on the cover, that would certainly gain my interest. But the magazine will need more of a point of difference than that. It will be a tough road ahead."

MediaCom director of prestige Kathryn Carter said: "Magazines which understand their readers and deliver unique, well thought out content which is engaging and relevant to their target consumer will always succeed.

"With increasing pressure on magazines and readers demanding more from their purchase, in order for Maxim to succeed it must be nimble, able to adapt, and offer content which cuts through and is not available elsewhere. The Maxim target audience (men 18-39) is an especially difficult reader to connect with given their digital media consumption patterns and early adopter behavior – meaning Maxim will have to fight harder to secure a loyal following. 

"Maxim’s international masthead and existing brand awareness will help achieve a base level of readers from the outset, the challenge will be growing this and luring readers away from their computers/tablets and established magazines."

Maxim Australia is available in newsagents, with a cover price of $8.95.

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