Nuclear Media and Publishing has
secured the rights to the monthly men's magazine Maxim and will
launch the title in Australia and New Zealand on July 20.
Nuclear publisher and owner Michael
Downs told AdNews that the company had been working on the title
since July last year. It hopes to partly fill the void created by the closure of ACP's men's magazine Ralph, with the new launch being positioned differently.
Downs said
Maxim, which will target 18 to 34-year old males, will be a "classier", more up-market
publication compared to its lads magazine rivals and won't be about
women “pushing their puppies out on the cover”.
“We're
looking to take on FHM,” he said.
“Maxim Australia is more than just a
magazine. Maxim is the strongest and most popular men’s brand in
the world and we’re extremely excited to be launching it in
Australia. This well-established global brand will extend to digital
initiatives and an exciting regular events calendar.”
Downs said Nuclear is still to
finalise the size of its print run and the cover price of Maxim, but
events and digital media will play a big part in the promotion of the
title.
“We're launching a brand, not just a magazine,” he said.
Downs said he has finished hiring staff
for the publication, including former Ralph editor Santi Pintado as
the editor of Maxim.
Australia will be the 25th
international editon of Maxim, which was originally founded in the UK by Dennis Publishing in 1995. It is published in countries across Europe, Asia, North America and in Israel.
Sydney-based Nuclear also publishes the magzines Krash, Jamaica Blue Escape, ULTIMATE and Post Modern Ink.
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