Maxim Magazine

Written by Jeremy Horelick
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Maxim Magazine makes no bones about its target audience. With articles on how to win your office betting pool, break up a bar fight, hot-wire a car, or seduce a co-worker, Maxim sets out to win the hearts and minds of men. Not boys, mind you (though they're certainly welcome to read along), but men--of all shapes, sizes, beer preferences, and sports team allegiances.

Maxim not only makes predictions about who will win the A.L. East, the NFC Central, and the Western Conference Playoffs, it also introduces men to the latest TV and film temptresses. While Maxim's pictures may be seductive, there is plenty to spark the imagination. Of course, there is some text accompanying most pictorials, so you have a legitimate defense when you claim you read the magazine for its articles.

The Rise of Maxim Magazine

Sometime in the mid-90s, a crop of magazines appeared that catered directly to big, intelligent, sports-loving dudes. Prior to that, magazines with similar ambitions certainly existed, they were just a bit more artful in disguising it. But as the overall number of magazines on the newsstand began to grow exponentially--and let's face it, in the past 20 years this is exactly what's happened--it became more of a challenge to differentiate one product from the next.

Much of Maxim Magazine's success has been in its ability to more precisely define its readership than other magazines do. By knowing the profile of its average reader--everything from his salary to the car he drives and the type of job he works--Maxim is able to sell its ad space for higher rates, since readers love the magazine. Any "niche" periodical, from Flex Magazine to Bass Player Magazine, strives to do the very same thing in its efforts to stay profitable.


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