Magazine of the Year: MAXIM-um Impact

Pappas, Charles
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, special section ps1
Trade Publication
This article relates the successful launch of the magazine Maxim, published by Dennis Publishing Ltd., in the U.S. Some magazine experts insist a magazine needs four years to establish itself and become a hit. For British-born Maxim, it only took about four seconds. The title launched in 1997 with a rate base of 175,000 and increased to 1.5 million by the end of 1999. In the second half of the year, Maxim's subscriptions increased 102.3% and overall average circulation increased to 126.7%. The rate base will hit 2 million by the second half of 2000. Advertising pages for Maxim's four issues in 1997 totaled about 241. With 10 issues for each year, advertising pages climbed to 629 in 1998, then up to 956.34 for 1999. Advertising revenues for 1999 were about $46 million, a 210.8% change over 1998.


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