EXCLUSIVE: Media analysts have questioned the chances of success for new men's monthly magazine Maxim, which Nuclear Media & Publishing will launch in Australia and New Zealand in July.
Industry experts have described the men’s magazine category as a “difficult, crowded and tough” market, and believe Maxim will need to invest large sums on promoting the new title.
The launch of Maxim follows the closure of sports title Alpha two weeks ago, the demise of Ralph last year and large readership declines by FHM and Zoo Weekly.
Fusion Strategy managing director Steve Allen believes Maxim will need to be supported by an aggressive advertising and marketing campaign costing around $2 million to survive.
“You need to have enormously deep pockets for a launch like this,” he said. “This is a market segment littered with more failures than successes.”
Allen said Maxim publisher Nuclear will need to fight for sales and distribution, but will struggle to differentiate the product and combat the allure of online content. “The Nuclear guys are swimming against the tide,” he said.
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